The global fast-food chain has removed a Christmas advertisement made via Artificial Intelligence after facing widespread public disapproval.
The brief film was produced using generative AI clips and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the advert. Many labeled it "disturbing" and "poorly edited".
"This experience is an key learning as we explore the appropriate use of Artificial Intelligence," stated a statement from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong over the holidays, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that feature AI-created content have become a rising trend among major brands, especially for the holiday season.
- Coca-Cola has also released consecutive AI-generated Christmas commercials.
- Technical Challenges: Since videos created using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the creative sector, with some critics stating it could affect opportunities for production staff.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the sentiment for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand according to analysis received a 61% "favorable response" from the public.
However, several companies have also received backlash for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The situation illustrates the evolving discussion within the marketing and creative sectors about the balance between new tools and human craftsmanship.
