McDonald's has taken down a holiday advertisement created using Artificial Intelligence following encountering significant criticism on social media.
The brief film was created using AI video tools and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online denounced the employment of AI in the commercial. A number of described it as "disturbing" and "jarringly assembled".
"This incident represents an key lesson as we explore the effective application of AI," commented a representative from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry during the Christmas break, with the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI tools have emerged as a increasing phenomenon among major brands, notably for the holiday season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since segments made using generative AI are prone to degrade the longer they run, the majority of such clips tend to be only short in length.
- Industry Concerns: The ad also provoked worries about automation in the advertising sector, with some observers noting it could affect work for camera crews.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, stood by the advert.
According to her, the creation took "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a significant "positive sentiment rating" from online commenters.
However, several companies have also received scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".
The incident illustrates the evolving debate within the advertising and creative industries about the trade-off between new tools and creative integrity.
