The global fast-food chain has pulled a holiday commercial created via generative AI following encountering considerable criticism on social media.
The short film was developed via generative AI clips and was initially uploaded online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the film. Several labeled it "creepy" and "jarringly assembled".
"This moment represents an key learning as we explore the appropriate application of AI," commented a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that can go wrong during the holidays, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that feature AI tools have become a increasing trend among prominent corporations, particularly for the Christmas season.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because segments created with current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the creative sector, with some observers pointing out it could negatively impact opportunities for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the production process required "seven weeks" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand according to analysis garnered a significant "positive feedback" from viewers.
However, other businesses have also faced criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident underscores the ongoing discussion within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
