The global fast-food chain has pulled a Christmas advertisement produced with generative AI after encountering widespread online backlash.
The 45-second film was created with the help of AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters criticized the use of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This moment is an important lesson as we examine the proper use of AI," stated a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong during the festive season, with the tagline "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that incorporate generative AI have become a growing trend among large corporations, notably for the Christmas period.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Since videos created with current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the advertising industry, with some commenters pointing out it could affect opportunities for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis achieved a significant "positive feedback" from the public.
However, several companies have also faced criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The situation underscores the ongoing conversation within the advertising and production sectors about the trade-off between new tools and creative integrity.
