The global fast-food chain has taken down a Christmas advertisement made via AI following receiving considerable public disapproval.
The short film was developed with the help of generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Soon after it aired, audiences online criticized the use of AI in the commercial. Many called it "creepy" and "awkwardly stitched together".
"This experience represents an key learning as we explore the appropriate application of generative technology," said a representative from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly over the Christmas break, with the slogan "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Adverts that include AI tools have become a rising phenomenon among prominent corporations, notably for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because segments produced using current AI video tools are prone to degrade the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the production industry, with some critics stating it could reduce opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development required "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the reception for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday spot from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise encountered criticism for using AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The situation highlights the continuing conversation within the advertising and production industries about the trade-off between new tools and creative integrity.
