The global fast-food chain has taken down a Christmas advertisement created with generative AI after facing significant online backlash.
The 45-second spot was created using AI video tools and was first published publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online criticized the use of AI in the film. Many described it as "uncanny" and "awkwardly stitched together".
"This moment is an important lesson as we examine the effective utilization of AI," commented a statement from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry over the holidays, under the theme "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that incorporate AI tools have emerged as a growing trend among major brands, notably for the Christmas season.
- Another beverage giant has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because segments made using current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the advertising industry, with some critics stating it might reduce work for actors.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation required "over a month and a half" and involved generating "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis garnered a significant "positive feedback" from online commenters.
However, several companies have also encountered criticism for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The incident illustrates the continuing conversation within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
