The global fast-food chain has removed a Christmas commercial produced with AI after facing significant online backlash.
The 45-second film was created via generative AI clips and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the advert. Many labeled it "creepy" and "awkwardly stitched together".
"This moment is an key learning as we explore the appropriate application of AI," said a representative from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various things that can go wrong during the Christmas break, with the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate AI-created content have become a rising trend among large brands, especially for the holiday campaign season.
- Another beverage giant has also released consecutive AI-created holiday commercials.
- Technical Challenges: As clips created with current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the creative sector, with some critics pointing out it could negatively impact work for actors.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the production process took "seven weeks" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an experiment," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was predominantly panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a 61% "positive feedback" from viewers.
However, other businesses have likewise encountered scrutiny for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The episode underscores the evolving discussion within the advertising and production industries about the trade-off between technological innovation and creative integrity.
