The global fast-food chain has taken down a Christmas advertisement produced via generative AI after encountering considerable online backlash.
The brief spot was developed via generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online criticized the employment of AI in the commercial. Many labeled it "disturbing" and "poorly edited".
"This moment serves as an valuable learning as we examine the effective application of generative technology," stated a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that can go wrong over the holidays, using the slogan "the worst time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a growing phenomenon among large brands, notably for the Christmas period.
- Another beverage giant has also released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since videos made with current AI video tools are more likely to degrade the longer they run, most such clips tend to be about short in length.
- Broader Implications: The video also raised fears about automation in the advertising industry, with some observers pointing out it might reduce opportunities for production staff.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the development required "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly received a significant "positive sentiment rating" from the public.
However, various brands have likewise received criticism for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The incident illustrates the continuing conversation within the marketing and creative sectors about the trade-off between new tools and audience reception.
