The global fast-food chain has removed a holiday advert produced via generative AI after encountering significant criticism on social media.
The short film was produced using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, audiences online denounced the use of AI in the commercial. Several labeled it "disturbing" and "awkwardly stitched together".
"This moment is an important lesson as we examine the effective application of AI," stated a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that can go wrong over the festive season, under the slogan "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that feature AI tools have become a increasing trend among large brands, notably for the Christmas period.
- Coca-Cola has recently launched consecutive AI-created Christmas ads.
- Technical Challenges: As segments made with current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also provoked concerns about automation in the production industry, with some observers noting it could reduce opportunities for actors.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
According to her, the creation required "seven weeks" and involved generating "thousands of takes" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, other businesses have likewise encountered backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The incident highlights the evolving conversation within the marketing and creative industries about the balance between technological innovation and creative integrity.
