The global fast-food chain has removed a Christmas commercial made with generative AI following facing widespread online backlash.
The brief spot was created via generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Shortly after its release, commenters lambasted the employment of AI in the film. Many described it as "creepy" and "awkwardly stitched together".
"This experience serves as an key lesson as we examine the proper use of Artificial Intelligence," said a representative from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various things that often go badly during the Christmas break, using the theme "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that feature AI tools have emerged as a rising trend among large companies, particularly for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments produced with generative AI are prone 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 sparked fears about automation in the advertising industry, with some observers noting it might reduce work for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the development took "seven weeks" and involved creating "countless iterations" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a significant "favorable response" from the public.
However, other businesses have likewise faced backlash for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The episode highlights the evolving conversation within the advertising and production sectors about the trade-off between new tools and creative integrity.
