The global fast-food chain has removed a holiday advertisement produced using AI following receiving widespread public disapproval.
The short ad was developed via AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the commercial. Several described it as "disturbing" and "poorly edited".
"This experience is an key learning as we examine the appropriate utilization of generative technology," stated a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that often go badly during the Christmas break, using the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature generative AI have emerged as a growing trend among large brands, notably for the Christmas period.
- Coca-Cola has recently released consecutive AI-created holiday ads.
- Technical Challenges: Because videos created using current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the creative industry, with some critics stating it could affect opportunities for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly received a 61% "positive feedback" from the public.
However, other businesses have likewise faced backlash for using the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The incident underscores the evolving debate within the advertising and production industries about the trade-off between AI efficiency and human craftsmanship.
