The global fast-food chain has removed a holiday commercial created via AI following encountering significant online backlash.
The 45-second film was produced via AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media lambasted the employment of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This moment serves as an important lesson as we examine the effective use of generative technology," said a spokesperson from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that often go badly during the holidays, with the theme "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that feature generative AI have emerged as a rising phenomenon among major companies, notably for the holiday campaign season.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: Because clips produced using generative AI are prone to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the advertising sector, with some commenters stating it might reduce work for camera crews.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the creation required "seven weeks" and involved generating "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a significant "positive sentiment rating" from viewers.
However, various brands have likewise encountered backlash for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".
The incident illustrates the continuing debate within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
