The global fast-food chain has taken down a holiday advertisement created with generative AI after facing widespread criticism on social media.
The 45-second ad was developed using AI video tools and was first uploaded publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the film. Many labeled it "creepy" and "jarringly assembled".
"This incident serves as an important lesson as we examine the proper utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong over the festive season, using the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Campaigns that feature generative AI have become a increasing phenomenon among major companies, notably for the Christmas season.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As segments produced using current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked fears about job displacement in the creative industry, with some commenters pointing out it might reduce work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly achieved a 61% "favorable response" from viewers.
However, various brands have likewise encountered criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The incident underscores the ongoing debate within the advertising and production sectors about the balance between technological innovation and audience reception.
