The global fast-food chain has removed a holiday advert made with generative AI after encountering widespread public disapproval.
The brief spot was produced with the help of AI video tools and was originally published online for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media criticized the use of AI in the advert. Several described it as "disturbing" and "jarringly assembled".
"This experience represents an important learning as we explore the appropriate utilization of AI," commented a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various things that often go badly during the Christmas break, using the slogan "the worst time of the year".
A Growing Movement of AI in Advertising
Campaigns that incorporate generative AI have emerged as a increasing trend among prominent companies, notably for the holiday season.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since segments produced with generative AI are more likely to become unstable the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the creative industry, with some commenters noting it could negatively impact opportunities for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the creation took "seven weeks" and involved creating "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, various brands have also encountered scrutiny for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The episode highlights the ongoing debate within the advertising and creative sectors about the trade-off between new tools and audience reception.
