McDonald's Netherlands Removes AI-Created Christmas Ad Following Public Outcry.
McDonald's has removed a Christmas advert made via AI following facing significant online backlash.
The short film was created with the help of AI video tools and was initially published publicly for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, audiences online lambasted the employment of AI in the advert. Several labeled it "creepy" and "awkwardly stitched together".
"This experience is an key learning as we investigate the appropriate application of generative technology," said a statement from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly over the festive season, using the theme "the worst time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI tools have become a growing phenomenon among large brands, especially for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: As segments made with generative AI are prone to distort the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the production sector, with some observers noting it could negatively impact opportunities for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, several companies have likewise encountered backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident highlights the continuing debate within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
