The global fast-food chain has taken down a Christmas commercial created with generative AI after encountering considerable criticism on social media.
The brief ad was produced with the help of AI video tools and was first released online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. Many described it as "uncanny" and "poorly edited".
"This experience represents an valuable learning as we explore the appropriate use of Artificial Intelligence," said a spokesperson from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that can go wrong over the Christmas break, with the theme "the most terrible time of the year".
The Movement of AI in Advertising
Adverts that include AI-created content have emerged as a rising phenomenon among large brands, especially for the holiday campaign season.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Since clips made with current AI video tools are more likely to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised fears about automation in the advertising industry, with some critics pointing out it might affect opportunities for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly received a 61% "favorable response" from online commenters.
However, several companies have likewise faced criticism for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The incident underscores the evolving debate within the marketing and creative industries about the trade-off between AI efficiency and creative integrity.
