The global fast-food chain has removed a Christmas advert made using generative AI following receiving considerable criticism on social media.
The brief ad was produced using generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters lambasted the implementation of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This moment is an important lesson as we explore the proper use of AI," said a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that might go awry during the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI tools have emerged as a rising trend among prominent brands, notably for the Christmas period.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: Because videos made with generative AI are more likely to become unstable the more extended they are, most such clips tend to be about short in length.
- Industry Concerns: The ad also sparked fears about automation in the advertising industry, with some critics pointing out it might affect opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have also faced criticism for employing AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The episode underscores the continuing conversation within the marketing and creative industries about the trade-off between technological innovation and audience reception.
