The global fast-food chain has removed a Christmas commercial produced via Artificial Intelligence after encountering significant online backlash.
The brief film was produced with the help of AI video tools and was originally uploaded online for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media lambasted the use of AI in the film. Several called it "uncanny" and "poorly edited".
"This incident represents an important lesson as we examine the proper application of AI," stated a statement from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry over the Christmas break, under the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that include generative AI have emerged as a rising trend among major companies, notably for the Christmas period.
- Another beverage giant has also launched consecutive AI-generated holiday ads.
- Inherent Limitations: Since segments made with generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked fears about automation in the advertising sector, with some observers stating it could negatively impact opportunities for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the creation required "seven weeks" and involved producing "thousands of takes" which were then crafted during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "It was a film."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the response for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday ad from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have also encountered backlash for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The incident highlights the evolving debate within the marketing and creative industries about the trade-off between new tools and creative integrity.
