The global fast-food chain has taken down a Christmas advertisement made via generative AI following facing considerable public disapproval.
The 45-second ad was created using generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, commenters criticized the employment of AI in the advert. Many described it as "creepy" and "poorly edited".
"This experience serves as an important learning as we investigate the effective use of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly during the holidays, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include AI tools have emerged as a rising phenomenon among major brands, notably for the holiday season.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As clips made with generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked concerns about automation in the advertising industry, with some critics noting it could negatively impact work for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis received a significant "positive sentiment rating" from online commenters.
However, several companies have likewise faced criticism for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident underscores the ongoing debate within the marketing and creative industries about the trade-off between new tools and creative integrity.
