The global fast-food chain has taken down a holiday advert produced with generative AI after facing widespread criticism on social media.
The brief ad was developed using AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Soon after it aired, audiences online lambasted the employment of AI in the commercial. Many called it "uncanny" and "poorly edited".
"This incident serves as an key learning as we examine the effective utilization of AI," stated a statement from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that can go wrong over the festive season, with the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature generative AI have become a increasing phenomenon among major companies, notably for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: Because segments made using current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Industry Concerns: The video also raised fears about job displacement in the creative industry, with some critics pointing out it might affect opportunities for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the development took "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly garnered a 61% "favorable response" from online commenters.
However, various brands have also encountered criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The situation underscores the evolving debate within the advertising and creative industries about the balance between technological innovation and audience reception.
