The global fast-food chain has removed a holiday advert made via generative AI following encountering significant public disapproval.
The 45-second spot was created using AI video tools and was first released online for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the film. Many described it as "disturbing" and "awkwardly stitched together".
"This incident is an valuable learning as we examine the effective use of generative technology," commented a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of things that can go wrong over the Christmas break, using the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate generative AI have become a increasing phenomenon among large brands, especially for the holiday season.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: Because clips made using generative AI are susceptible to degrade the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also raised fears about job displacement in the production sector, with some critics noting it might reduce work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process required "seven weeks" and involved producing "numerous versions" which were then edited afterward "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, several companies have also encountered criticism for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The situation illustrates the evolving discussion within the advertising and production sectors about the balance between new tools and creative integrity.
