The global fast-food chain has removed a holiday advertisement produced with Artificial Intelligence following facing considerable public disapproval.
The brief spot was produced via generative AI clips and was first uploaded online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Following its publication, viewers on social media criticized the employment of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This experience is an key lesson as we explore the proper utilization of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that can go wrong during the holidays, under the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI-created content have emerged as a growing trend among large brands, especially for the holiday season.
- Coca-Cola has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because clips produced using generative AI are more likely to distort the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The video also raised concerns about automation in the production sector, with some observers noting it could reduce work for actors.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved generating "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis achieved a significant "favorable response" from the public.
However, other businesses have likewise faced scrutiny for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The episode illustrates the ongoing debate within the advertising and production industries about the trade-off between technological innovation and creative integrity.
