The global fast-food chain has taken down a holiday commercial produced with AI after facing significant public disapproval.
The short ad was developed with the help of AI-generated video and was initially published publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media denounced the employment of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This experience represents an key lesson as we examine the proper utilization of generative technology," said a statement from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that can go wrong during the festive season, with the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI-created content have become a growing trend among large corporations, especially for the Christmas period.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Technical Challenges: As clips made with generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the advertising industry, with some observers noting it might negatively impact work for production staff.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly received a significant "positive feedback" from viewers.
However, other businesses have likewise received backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The incident underscores the continuing debate within the advertising and production industries about the balance between technological innovation and creative integrity.
