The global fast-food chain has pulled a holiday advert made with AI after receiving considerable criticism on social media.
The 45-second ad was developed using AI video tools and was originally published online for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media denounced the use of AI in the film. A number of described it as "creepy" and "poorly edited".
"This incident serves as an important learning as we examine the appropriate use of generative technology," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that often go badly during the holidays, under the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that incorporate AI-created content have emerged as a increasing phenomenon among prominent corporations, especially for the Christmas campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since segments made with generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about job displacement in the production sector, with some critics pointing out it could negatively impact opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This was not an experiment," she commented. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from online commenters.
However, various brands have also faced criticism for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The episode underscores the ongoing discussion within the marketing and creative sectors about the balance between technological innovation and human craftsmanship.
