McDonald's has removed a Christmas commercial produced using AI after receiving widespread online backlash.
The brief ad was developed using AI video tools and was originally released publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the advert. Many described it as "disturbing" and "poorly edited".
"This moment serves as an key learning as we explore the effective utilization of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that can go wrong during the holidays, with the slogan "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have emerged as a increasing trend among major brands, notably for the holiday season.
- Coca-Cola has recently launched consecutive AI-generated holiday commercials.
- Technical Challenges: Since clips made with generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also raised fears about job displacement in the creative sector, with some commenters noting it could reduce work for production staff.
Response from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the creation took "over a month and a half" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This was not an AI gimmick," she commented. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was mostly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis achieved a 61% "favorable response" from online commenters.
However, other businesses have likewise received backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".
The episode highlights the continuing conversation within the advertising and production sectors about the trade-off between AI efficiency and audience reception.