The global fast-food chain has taken down a Christmas commercial produced with AI following receiving significant criticism on social media.
The 45-second spot was developed via AI video tools and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Following its publication, commenters lambasted the employment of AI in the film. Many described it as "disturbing" and "awkwardly stitched together".
"This experience is an important lesson as we examine the proper application of Artificial Intelligence," said a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that often go badly during the Christmas break, with the tagline "the worst time of the year".
The Movement of AI Commercials
Campaigns that feature AI-created content have emerged as a growing phenomenon among prominent brands, particularly for the Christmas period.
- Coca-Cola has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: As videos created using current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also provoked worries about the replacement of human roles in the advertising sector, with some observers stating it might negatively impact opportunities for actors.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
She stated, the creation took "seven weeks" and involved generating "countless iterations" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't an experiment," she said. "It was a film."
Mixed Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly received a significant "favorable response" from the public.
However, several companies have also received backlash for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The situation highlights the ongoing conversation within the marketing and production industries about the balance between new tools and creative integrity.
