The global fast-food chain has taken down a Christmas advertisement made via AI following encountering considerable criticism on social media.
The short film was produced with the help of AI video tools and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online denounced the implementation of AI in the film. Several described it as "uncanny" and "awkwardly stitched together".
"This moment serves as an key lesson as we investigate the proper application of Artificial Intelligence," said a statement from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry during the holidays, with the tagline "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate AI-created content have become a increasing trend among major corporations, especially for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: Because videos made with generative AI are prone to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked worries about job displacement in the production sector, with some commenters pointing out it might affect work for production staff.
Response from the Creators
After the video's removal, a producer's head, Melanie Bridge, defended the project.
According to her, the development required "over a month and a half" and involved generating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This was not an experiment," she commented. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, several companies have likewise encountered scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The episode illustrates the ongoing discussion within the marketing and creative industries about the balance between new tools and audience reception.
