The global fast-food chain has pulled a Christmas advertisement produced using generative AI following receiving significant criticism on social media.
The brief film was produced using AI-generated video and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Soon after it aired, audiences online criticized the employment of AI in the film. Several described it as "disturbing" and "poorly edited".
"This moment is an key learning as we examine the proper use of AI," stated a statement from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that can go wrong during the festive season, under the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Adverts that include AI-created content have become a rising trend among prominent brands, particularly for the holiday period.
- Another beverage giant has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos made with current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the advertising sector, with some commenters noting it could negatively impact work for actors.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This was not an experiment," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a significant "positive feedback" from viewers.
However, various brands have likewise received scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The incident highlights the continuing conversation within the advertising and production sectors about the balance between new tools and audience reception.
