The global fast-food chain has removed a holiday commercial created with generative AI after receiving significant public disapproval.
The 45-second film was produced using AI video tools and was first uploaded publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media denounced the use of AI in the commercial. Several described it as "uncanny" and "poorly edited".
"This moment represents an key learning as we explore the appropriate utilization of Artificial Intelligence," commented a representative from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that can go wrong during the Christmas break, under the theme "the most terrible time of the year".
The Movement of AI in Advertising
Commercials that include AI tools have emerged as a rising trend among prominent corporations, notably for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: As videos produced using generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about automation in the production industry, with some commenters pointing out it might reduce work for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an experiment," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis garnered a 61% "favorable response" from online commenters.
However, several companies have likewise faced scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The situation highlights the evolving discussion within the marketing and production industries about the balance between new tools and human craftsmanship.