The global fast-food chain has taken down a Christmas advertisement made via Artificial Intelligence following facing significant public disapproval.
The 45-second spot was produced with the help of AI video tools and was initially published publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Following its publication, audiences online denounced the use of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This experience is an valuable learning as we investigate the proper application of AI," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly over the Christmas break, using the theme "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that include AI-created content have become a increasing trend among large brands, notably for the Christmas period.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: As segments created with generative AI are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the advertising industry, with some commenters noting it might affect work for production staff.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process required "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise faced criticism for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The incident illustrates the evolving conversation within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
