The global fast-food chain has taken down a Christmas advertisement produced via generative AI after encountering widespread criticism on social media.
The short spot was produced using generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online criticized the employment of AI in the advert. Many called it "creepy" and "poorly edited".
"This experience serves as an key lesson as we investigate the effective utilization of AI," said a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that can go wrong during the Christmas break, with the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that incorporate AI tools have become a rising trend among prominent companies, particularly for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips made using current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the production sector, with some observers noting it could negatively impact work for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, various brands have likewise encountered backlash for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The episode highlights the evolving discussion within the marketing and production industries about the trade-off between new tools and creative integrity.
