The global fast-food chain has taken down a Christmas advertisement made with AI following facing widespread online backlash.
The short spot was developed using AI-generated video and was initially published publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, viewers on social media criticized the implementation of AI in the commercial. Several labeled it "creepy" and "poorly edited".
"This incident represents an key lesson as we examine the appropriate utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry over the festive season, using the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that incorporate AI-created content have become a increasing phenomenon among major brands, especially for the holiday season.
- Coca-Cola has recently launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because segments produced using current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also raised worries about automation in the creative sector, with some commenters pointing out it might negatively impact opportunities for actors.
Response from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the creation required "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have also faced criticism for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The episode underscores the continuing debate within the advertising and creative sectors about the balance between technological innovation and audience reception.