The global fast-food chain has taken down a Christmas advertisement made via generative AI following encountering significant public disapproval.
The short film was developed with the help of AI video tools and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters criticized the implementation of AI in the commercial. Several called it "creepy" and "awkwardly stitched together".
"This moment represents an important lesson as we examine the effective application of generative technology," stated a representative from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that can go wrong during the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that incorporate AI-created content have emerged as a growing trend among prominent companies, especially for the Christmas season.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: Because videos created with generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the creative industry, with some commenters stating it might negatively impact work for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved generating "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the response for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly garnered a significant "favorable response" from online commenters.
However, several companies have likewise encountered scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The incident underscores the ongoing conversation within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
