McDonald's has removed a Christmas advertisement produced with generative AI after receiving considerable online backlash.
The brief film was produced via generative AI clips and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Following its publication, commenters lambasted the employment of AI in the advert. A number of labeled it "uncanny" and "jarringly assembled".
"This experience serves as an key learning as we investigate the appropriate utilization of Artificial Intelligence," stated a representative from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various things that can go wrong over the holidays, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that feature AI-created content have become a growing phenomenon among major companies, particularly for the holiday season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because clips produced using generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the production industry, with some commenters pointing out it might affect work for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the development took "over a month and a half" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a 61% "favorable response" from online commenters.
However, several companies have also received criticism for using the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The episode highlights the evolving debate within the marketing and production industries about the trade-off between new tools and creative integrity.
