The global fast-food chain has removed a Christmas advert made via Artificial Intelligence following encountering significant criticism on social media.
The brief film was created using AI video tools and was first published online for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters denounced the use of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This moment serves as an key learning as we explore the proper application of AI," stated a spokesperson from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various things that might go awry during the Christmas break, under the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI tools have become a growing trend among large brands, particularly for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Because segments made with generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the production industry, with some observers pointing out it might negatively impact opportunities for production staff.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development required "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a 61% "positive sentiment rating" from the public.
However, various brands have likewise faced criticism for employing the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The episode underscores the continuing discussion within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
