The global fast-food chain has taken down a holiday advert produced using generative AI after facing significant criticism on social media.
The short film was created using AI video tools and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters criticized the use of AI in the film. Several labeled it "disturbing" and "poorly edited".
"This moment represents an valuable learning as we examine the effective use of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that might go awry over the festive season, using the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include generative AI have emerged as a growing phenomenon among large corporations, notably for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: Since clips produced with generative AI are more likely to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the advertising sector, with some commenters pointing out it could affect opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the production process took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a significant "positive sentiment rating" from the public.
However, several companies have likewise faced backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident underscores the ongoing conversation within the advertising and production sectors about the balance between new tools and human craftsmanship.