The global fast-food chain has pulled a Christmas advertisement made via AI after encountering considerable online backlash.
The brief ad was developed using generative AI clips and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters lambasted the implementation of AI in the advert. Many called it "disturbing" and "awkwardly stitched together".
"This experience is an key learning as we explore the proper utilization of generative technology," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that might go awry during the Christmas break, using the slogan "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate AI tools have become a increasing phenomenon among prominent companies, particularly for the holiday period.
- Coca-Cola has recently released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos produced using generative AI are prone to become unstable the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the creative sector, with some critics pointing out it might affect opportunities for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development required "seven weeks" and involved producing "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI trick," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a 61% "favorable response" from the public.
However, other businesses have likewise received scrutiny for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The episode underscores the evolving debate within the advertising and creative industries about the trade-off between technological innovation and audience reception.
