The global fast-food chain has removed a holiday advert created with AI following encountering considerable criticism on social media.
The brief ad was produced via AI video tools and was originally published online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the film. Several labeled it "disturbing" and "awkwardly stitched together".
"This moment represents an key lesson as we examine the appropriate application of generative technology," commented a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly during the holidays, under the tagline "the worst time of the year".
The Trend of AI-Generated Ads
Campaigns that include generative AI have emerged as a rising trend among prominent corporations, notably for the Christmas period.
- Coca-Cola has also launched consecutive AI-generated holiday ads.
- Technical Challenges: Because clips created using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also provoked fears about automation in the production sector, with some critics pointing out it could reduce work for actors.
Response from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis achieved a significant "positive feedback" from viewers.
However, other businesses have likewise received criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The situation illustrates the evolving debate within the marketing and production industries about the balance between new tools and human craftsmanship.
