The global fast-food chain has pulled a holiday commercial created with AI after receiving widespread criticism on social media.
The short spot was produced with the help of generative AI clips and was initially uploaded online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters criticized the use of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This moment serves as an key learning as we examine the effective use of generative technology," said a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that might go awry over the Christmas break, using the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI-created content have emerged as a rising trend among major companies, especially for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Technical Challenges: As clips created with current AI video tools are prone to distort the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also provoked worries about automation in the advertising industry, with some critics pointing out it might negatively impact opportunities for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the development required "seven weeks" and involved generating "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she said. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from the public.
However, several companies have likewise encountered backlash for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The incident highlights the evolving debate within the marketing and creative sectors about the balance between AI efficiency and audience reception.
