The global fast-food chain has pulled a Christmas advertisement made with generative AI following receiving significant public disapproval.
The brief film was developed via AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the film. Several labeled it "uncanny" and "poorly edited".
"This moment is an key learning as we explore the effective use of generative technology," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that can go wrong over the holidays, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI-created content have become a growing phenomenon among major brands, particularly for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments produced with current AI video tools are prone to become unstable the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also provoked fears about automation in the advertising sector, with some commenters noting it might reduce opportunities for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis achieved a significant "positive feedback" from the public.
However, various brands have also encountered criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The incident illustrates the continuing discussion within the marketing and creative sectors about the trade-off between AI efficiency and creative integrity.
