The global fast-food chain has taken down a holiday advert created using generative AI following receiving considerable public disapproval.
The brief spot was created with the help of generative AI clips and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media denounced the use of AI in the commercial. Many called it "disturbing" and "jarringly assembled".
"This experience serves as an important lesson as we examine the proper application of AI," commented a representative from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that might go awry over the holidays, using the theme "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that include AI tools have emerged as a growing trend among prominent companies, particularly for the holiday period.
- Coca-Cola has also released back-to-back AI-generated holiday ads.
- Inherent Limitations: As clips produced using generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the advertising sector, with some critics stating it could reduce opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
She stated, the development took "over a month and a half" and involved generating "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a 61% "favorable response" from online commenters.
However, several companies have likewise received scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident illustrates the ongoing conversation within the advertising and production sectors about the balance between technological innovation and creative integrity.
