The global fast-food chain has pulled a Christmas advert created with generative AI after encountering considerable public disapproval.
The 45-second spot was produced via AI-generated video and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online criticized the use of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This experience represents an valuable lesson as we investigate the effective use of Artificial Intelligence," said a representative from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly during the holidays, under the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that feature generative AI have become a growing phenomenon among prominent corporations, particularly for the holiday campaign season.
- Coca-Cola has recently launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Since videos created using current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about automation in the advertising sector, with some critics stating it could affect work for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an experiment," she said. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-generated holiday spot from another major brand reportedly achieved a significant "favorable response" from viewers.
However, various brands have also encountered scrutiny for using AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The situation highlights the continuing conversation within the marketing and creative industries about the balance between technological innovation and creative integrity.
