The global fast-food chain has removed a Christmas advertisement made via generative AI following facing significant online backlash.
The 45-second film was developed via generative AI clips and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, audiences online criticized the implementation of AI in the film. Many called it "uncanny" and "poorly edited".
"This experience represents an key learning as we explore the proper utilization of generative technology," stated a representative from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that might go awry during the festive season, using the tagline "the worst time of the year".
The Phenomenon of AI Commercials
Campaigns that include AI tools have become a growing phenomenon among major brands, especially for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because videos produced with generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The ad also sparked worries about automation in the production industry, with some critics pointing out it might negatively impact work for production staff.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, defended the project.
According to her, the creation required "over a month and a half" and involved creating "countless iterations" which were then edited in post-production "just as we would on any high-craft production".
"This was not an experiment," she said. "We consider it a film."
Mixed Public Reception
While the McDonald's commercial was largely panned, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "favorable response" from online commenters.
However, several companies have likewise encountered scrutiny for using AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "disturbing".
The incident underscores the evolving discussion within the advertising and creative sectors about the balance between new tools and creative integrity.
