The global fast-food chain has removed a Christmas advertisement made via Artificial Intelligence following encountering widespread online backlash.
The brief spot was produced with the help of generative AI clips and was first published online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the commercial. Many called it "disturbing" and "awkwardly stitched together".
"This moment represents an key learning as we investigate the effective use of AI," commented a spokesperson from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that can go wrong over the Christmas break, under the tagline "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that feature generative AI have become a rising phenomenon among large brands, especially for the Christmas period.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because clips made with current AI video tools are prone to distort the longer they run, the majority of such clips tend to be only short in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the production industry, with some critics noting it might affect work for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't an AI trick," she commented. "It was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, other businesses have likewise received criticism for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The incident illustrates the continuing discussion within the advertising and production sectors about the balance between AI efficiency and human craftsmanship.
