The global fast-food chain has removed a Christmas advert produced using generative AI following facing significant criticism on social media.
The 45-second ad was developed using AI video tools and was first published publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Following its publication, commenters lambasted the employment of AI in the film. Several described it as "disturbing" and "poorly edited".
"This experience is an key lesson as we explore the proper utilization of generative technology," said a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that often go badly during the Christmas break, using the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that include AI-created content have emerged as a rising phenomenon among prominent companies, especially for the holiday period.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: As segments made using generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the production industry, with some commenters stating it could affect work for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an experiment," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday spot from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, several companies have also received scrutiny for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The incident illustrates the evolving conversation within the advertising and production industries about the balance between new tools and creative integrity.
