The global fast-food chain has pulled a Christmas advert produced using AI after receiving considerable public disapproval.
The short spot was created with the help of generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Following its publication, viewers on social media lambasted the employment of AI in the advert. A number of called it "disturbing" and "poorly edited".
"This moment serves as an important learning as we explore the proper use of generative technology," commented 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 depicted a series of situations that often go badly over the holidays, under the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that include AI-created content have emerged as a rising trend among prominent companies, particularly for the holiday period.
- Coca-Cola has recently released consecutive AI-created holiday commercials.
- Technical Challenges: Since clips created using generative AI are more likely to distort the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised concerns about job displacement in the creative industry, with some commenters noting it might reduce work for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any traditional production".
"This was not an AI trick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise faced scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "uncanny".
The situation underscores the continuing conversation within the marketing and production industries about the trade-off between new tools and human craftsmanship.
