The global fast-food chain has removed a Christmas advert produced using generative AI following facing widespread online backlash.
The short spot was created via AI video tools and was first uploaded online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the advert. Many described it as "disturbing" and "awkwardly stitched together".
"This incident represents an key learning as we examine the appropriate utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that can go wrong over the festive season, under the tagline "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate AI-created content have become a increasing phenomenon among large corporations, notably for the holiday season.
- Another beverage giant has also released consecutive AI-created holiday ads.
- Technical Challenges: As videos produced using generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also raised worries about job displacement in the advertising industry, with some commenters stating it could affect work for camera crews.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the development required "over a month and a half" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a significant "positive sentiment rating" from the public.
However, several companies have also faced backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The situation highlights the continuing conversation within the marketing and production industries about the balance between AI efficiency and audience reception.
