The global fast-food chain has removed a Christmas advert produced with AI after facing significant online backlash.
The 45-second ad was developed via AI-generated video and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online criticized the implementation of AI in the advert. Several described it as "uncanny" and "poorly edited".
"This moment serves as an key learning as we examine the proper application of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong over the festive season, under the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that include AI tools have emerged as a growing phenomenon among large companies, especially for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Technical Challenges: Since segments produced using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised fears about the replacement of human roles in the production industry, with some observers stating it could negatively impact work for camera crews.
Defense from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the creation took "seven weeks" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any standard production".
"This was not an experiment," she said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the reception for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, various brands have also received backlash for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The incident illustrates the evolving conversation within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
