The global fast-food chain has taken down a holiday advert produced via Artificial Intelligence after facing widespread online backlash.
The short spot was developed via AI-generated video and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. Many described it as "disturbing" and "awkwardly stitched together".
"This experience represents an key learning as we examine the proper use of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that often go badly during the festive season, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a increasing trend among large brands, notably for the Christmas period.
- Another beverage giant has recently launched consecutive AI-generated holiday ads.
- Inherent Limitations: Since videos made using generative AI are prone to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about job displacement in the creative sector, with some commenters pointing out it could reduce opportunities for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved producing "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't an experiment," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the reception for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from another major brand according to analysis received a 61% "positive feedback" from the public.
However, various brands have also encountered criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The episode underscores the continuing conversation within the marketing and production industries about the trade-off between technological innovation and creative integrity.
