The global fast-food chain has removed a holiday advertisement made with AI following facing significant public disapproval.
The brief film was produced using AI video tools and was originally released online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media criticized the use of AI in the film. Many described it as "disturbing" and "poorly edited".
"This moment is an valuable learning as we investigate the proper utilization of AI," said a representative from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that can go wrong during the holidays, with the theme "the worst time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI-created content have become a rising trend among large companies, notably for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: Because videos made using generative AI are more likely to degrade the longer they run, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also provoked fears about automation in the advertising industry, with some observers pointing out it could reduce opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation took "seven weeks" and involved producing "thousands of takes" which were then edited afterward "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from the public.
However, other businesses have also faced criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The incident illustrates the continuing discussion within the marketing and creative industries about the balance between technological innovation and creative integrity.
