The global fast-food chain has removed a Christmas commercial produced with AI after receiving widespread online backlash.
The 45-second spot was created via generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Following its publication, commenters denounced the use of AI in the film. Many labeled it "creepy" and "awkwardly stitched together".
"This incident represents an key learning as we explore the appropriate utilization of AI," stated a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that often go badly over the holidays, using the theme "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a growing trend among large brands, especially for the holiday season.
- Another beverage giant has also released consecutive AI-created holiday ads.
- Technical Challenges: As clips produced using generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also raised worries about automation in the advertising industry, with some commenters pointing out it might reduce work for camera crews.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any standard production".
"This wasn't an AI trick," she said. "We consider it a film."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a significant "positive sentiment rating" from viewers.
However, various brands have also encountered scrutiny for using the technique in marketing. Luxury brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The episode underscores the ongoing conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.
