The global fast-food chain has pulled a Christmas advertisement produced via generative AI after receiving widespread online backlash.
The brief film was created via AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media denounced the employment of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This moment serves as an valuable learning as we examine the appropriate application of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that might go awry during the festive season, under the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include generative AI have emerged as a rising phenomenon among prominent companies, especially for the Christmas period.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since videos made with current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also sparked concerns about job displacement in the creative industry, with some observers stating it could negatively impact opportunities for actors.
Defense from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from another major brand reportedly achieved a 61% "positive feedback" from viewers.
However, other businesses have likewise encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The situation illustrates the ongoing debate within the marketing and creative industries about the balance between AI efficiency and human craftsmanship.
