The global fast-food chain has removed a holiday advert made via generative AI after encountering considerable public disapproval.
The brief ad was created with the help of generative AI clips and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This moment is an important learning as we investigate the proper utilization of AI," said a representative from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry over the Christmas break, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that incorporate AI tools have become a increasing trend among prominent companies, especially for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because segments created with current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the advertising industry, with some observers pointing out it might affect work for production staff.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, several companies have also faced criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The incident illustrates the continuing discussion within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
