The global fast-food chain has pulled a holiday advertisement produced using generative AI after receiving considerable public disapproval.
The brief ad was produced using AI video tools and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Shortly after its release, commenters criticized the use of AI in the advert. Many labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an important lesson as we examine the appropriate use of AI," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly during the Christmas break, under the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that include AI-created content have emerged as a rising phenomenon among large companies, especially for the Christmas period.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Technical Challenges: Since segments created with generative AI are more likely to distort the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the advertising sector, with some critics pointing out it could affect opportunities for production staff.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a significant "positive feedback" from the public.
However, various brands have also received scrutiny for employing the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The situation underscores the ongoing discussion within the marketing and creative industries about the trade-off between new tools and human craftsmanship.
