The global fast-food chain has pulled a holiday advert produced via generative AI after facing significant public disapproval.
The short film was created using AI video tools and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online lambasted the use of AI in the advert. A number of labeled it "uncanny" and "jarringly assembled".
"This incident represents an important learning as we examine the effective utilization of AI," stated a spokesperson from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, using the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI-created content have become a increasing phenomenon among large corporations, particularly for the Christmas campaign season.
- Coca-Cola has similarly released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments made with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the creative sector, with some commenters pointing out it might affect work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the development required "seven weeks" and involved creating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This wasn't just an experiment," she commented. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly received a 61% "positive feedback" from viewers.
However, other businesses have also encountered criticism for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The situation underscores the ongoing conversation within the advertising and production industries about the balance between new tools and creative integrity.
