The global fast-food chain has removed a holiday advertisement created with generative AI after receiving considerable public disapproval.
The short film was produced via AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. Many called it "disturbing" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the effective use of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry over the Christmas break, with the slogan "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have emerged as a growing trend among prominent brands, particularly for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because segments made using generative AI are prone to distort the longer they run, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the advertising industry, with some observers pointing out it could reduce work for camera crews.
Defense from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development took "over a month and a half" and involved creating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This was not an AI trick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, several companies have likewise faced criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The incident underscores the continuing debate within the advertising and creative sectors about the trade-off between technological innovation and audience reception.
