The global fast-food chain has removed a holiday advert produced using Artificial Intelligence following encountering significant criticism on social media.
The brief spot was created using AI video tools and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, commenters lambasted the use of AI in the film. A number of described it as "uncanny" and "poorly edited".
"This moment serves as an important learning as we investigate the proper utilization of Artificial Intelligence," commented a statement from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that can go wrong over the festive season, with the theme "the worst time of the year".
The Trend of AI-Generated Ads
Campaigns that feature AI tools have become a increasing trend among large corporations, notably for the holiday season.
- Coca-Cola has recently released back-to-back AI-created holiday commercials.
- Technical Challenges: Since videos produced with generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the advertising industry, with some critics noting it could reduce opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a significant "positive feedback" from the public.
However, several companies have also received criticism for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident illustrates the continuing conversation within the marketing and creative industries about the balance between AI efficiency and creative integrity.
