The global fast-food chain has removed a Christmas advertisement created via generative AI following receiving significant online backlash.
The 45-second ad was produced via AI video tools and was initially released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Shortly after its release, commenters lambasted the use of AI in the film. A number of called it "disturbing" and "awkwardly stitched together".
"This moment represents an valuable learning as we examine the appropriate use of generative technology," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that might go awry over the festive season, under the slogan "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have become a growing phenomenon among major brands, especially for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Since segments created with generative AI are susceptible to distort the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the creative sector, with some observers noting it could affect work for actors.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development took "seven weeks" and involved generating "numerous versions" which were then crafted afterward "just as we would on any high-craft production".
"This was not an experiment," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from viewers.
However, other businesses have likewise received criticism for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode highlights the evolving conversation within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
