The global fast-food chain has pulled a Christmas advert produced with AI following receiving significant criticism on social media.
The 45-second ad was created via AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the commercial. A number of described it as "uncanny" and "poorly edited".
"This moment serves as an key learning as we investigate the appropriate application of AI," commented a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that often go badly over the holidays, under the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI tools have emerged as a rising trend among prominent corporations, especially for the holiday season.
- Coca-Cola has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because videos produced with generative AI are more likely to degrade the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also raised fears about automation in the production industry, with some observers stating it might negatively impact opportunities for actors.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," she commented. "The result was a film."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a significant "positive sentiment rating" from the public.
However, several companies have also faced criticism for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "uncanny".
The episode highlights the continuing debate within the advertising and production sectors about the trade-off between technological innovation and creative integrity.
