The global fast-food chain has taken down a Christmas commercial created using Artificial Intelligence after receiving widespread online backlash.
The brief ad was developed using generative AI clips and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters criticized the use of AI in the advert. Several called it "uncanny" and "awkwardly stitched together".
"This incident represents an important lesson as we examine the proper application of AI," commented a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that can go wrong over the festive season, under the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate generative AI have become a growing trend among large companies, especially for the holiday campaign season.
- Another beverage giant has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: Because segments produced with current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Industry Concerns: The ad also raised concerns about the replacement of human roles in the advertising sector, with some observers noting it could affect opportunities for actors.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a 61% "positive feedback" from the public.
However, other businesses have also encountered criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The situation highlights the ongoing conversation within the marketing and production sectors about the trade-off between technological innovation and creative integrity.
