McDonald's has taken down a holiday advert created via generative AI following encountering considerable online backlash.
The brief spot was developed via AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, audiences online criticized the use of AI in the advert. Many described it as "disturbing" and "jarringly assembled".
"This incident serves as an key lesson as we investigate the proper application of AI," said a spokesperson from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that might go awry during the holidays, under the theme "the worst time of the year".
The Trend of AI Commercials
Adverts that include AI-created content have emerged as a growing trend among large brands, particularly for the Christmas season.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Technical Challenges: Because segments produced with current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised worries about automation in the creative industry, with some critics noting it might reduce work for production staff.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process took "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "just as we would on any standard production".
"This was not an AI trick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise faced backlash for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident underscores the evolving conversation within the marketing and production industries about the balance between technological innovation and creative integrity.
