The global fast-food chain has pulled a Christmas commercial produced using generative AI after facing significant criticism on social media.
The 45-second film was developed using AI video tools and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the commercial. Many described it as "disturbing" and "jarringly assembled".
"This incident represents an key lesson as we examine the proper utilization of generative technology," stated a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry during the holidays, under the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature generative AI have become a growing phenomenon among prominent brands, especially for the Christmas season.
- Another beverage giant has recently released back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments made using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also sparked fears about automation in the advertising sector, with some observers stating it could affect opportunities for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
She stated, the development took "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "in the same way we would on any traditional production".
"This was not an experiment," she said. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis received a 61% "positive feedback" from the public.
However, several companies have also faced scrutiny for using the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The incident illustrates the evolving debate within the marketing and production sectors about the balance between new tools and human craftsmanship.
