The global fast-food chain has pulled a Christmas advertisement created using AI after facing widespread criticism on social media.
The brief spot was developed via generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online denounced the employment of AI in the film. Several described it as "disturbing" and "poorly edited".
"This moment serves as an important lesson as we examine the appropriate utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that often go badly during the Christmas break, using the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a rising trend among large brands, notably for the holiday period.
- Another beverage giant has recently released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because videos produced with generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about automation in the creative industry, with some observers noting it might negatively impact opportunities for production staff.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "thousands of takes" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday ad from another major brand reportedly garnered a significant "favorable response" from online commenters.
However, various brands have also faced backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The episode underscores the continuing discussion within the advertising and creative industries about the trade-off between new tools and audience reception.
