The global fast-food chain has taken down a holiday advert created with AI following encountering considerable public disapproval.
The 45-second film was produced using AI-generated video and was initially published online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, commenters denounced the use of AI in the advert. Many called it "creepy" and "jarringly assembled".
"This moment represents an valuable lesson as we explore the appropriate use of generative technology," said a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that might go awry during the festive season, under the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising trend among major corporations, especially for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Technical Challenges: As segments created using current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the advertising sector, with some observers noting it could affect work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the creation took "over a month and a half" and involved producing "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI trick," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand according to analysis garnered a significant "positive feedback" from viewers.
However, various brands have likewise encountered criticism for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The incident underscores the evolving discussion within the marketing and production sectors about the balance between AI efficiency and creative integrity.
