The global fast-food chain has removed a holiday commercial created with generative AI following encountering considerable criticism on social media.
The short spot was developed with the help of AI video tools and was originally published publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the commercial. Several labeled it "disturbing" and "poorly edited".
"This moment serves as an valuable learning as we explore the effective utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various situations that often go badly over the festive season, using the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that include generative AI have become a increasing phenomenon among large brands, particularly for the holiday period.
- Another beverage giant has also released back-to-back AI-created Christmas commercials.
- Technical Challenges: Because segments created with generative AI are prone to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also sparked worries about automation in the advertising industry, with some critics stating it could reduce work for production staff.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation took "seven weeks" and involved creating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This was not an experiment," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the response for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, other businesses have also encountered scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The situation highlights the evolving debate within the marketing and creative sectors about the trade-off between new tools and creative integrity.
