The global fast-food chain has pulled a holiday commercial created via AI following receiving widespread online backlash.
The 45-second spot was created using AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the film. Several described it as "disturbing" and "jarringly assembled".
"This experience is an valuable lesson as we investigate the appropriate utilization of generative technology," commented a spokesperson from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that often go badly over the holidays, using the slogan "the most terrible time of the year".
The Movement of AI Commercials
Adverts that incorporate generative AI have emerged as a rising trend among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-generated holiday ads.
- Technical Challenges: Because segments created with generative AI are more likely to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the creative sector, with some observers pointing out it might negatively impact work for production staff.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the production process required "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI trick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from another major brand reportedly received a 61% "favorable response" from the public.
However, several companies have also faced scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident highlights the evolving conversation within the marketing and production industries about the trade-off between AI efficiency and audience reception.
