The global fast-food chain has taken down a Christmas advert created via AI following encountering considerable online backlash.
The 45-second ad was created with the help of AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the film. A number of labeled it "uncanny" and "awkwardly stitched together".
"This experience is an important lesson as we explore the proper application of AI," commented a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various things that often go badly during the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI tools have become a rising phenomenon among major corporations, notably for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since segments created using generative AI are more likely to degrade the longer they run, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked fears about automation in the production sector, with some observers pointing out it might reduce opportunities for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the development took "seven weeks" and involved creating "countless iterations" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis received a significant "positive sentiment rating" from the public.
However, other businesses have also faced criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident underscores the continuing discussion within the marketing and production industries about the balance between new tools and audience reception.
