The global fast-food chain has removed a Christmas advertisement created with AI after receiving widespread public disapproval.
The 45-second ad was developed via AI-generated video and was initially released online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. A number of described it as "creepy" and "poorly edited".
"This experience represents an key lesson as we investigate the effective use of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the Christmas break, using the slogan "the worst time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI tools have become a rising phenomenon among major corporations, notably for the holiday season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: As videos made using generative AI are prone to distort the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the creative sector, with some critics pointing out it might affect work for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, several companies have likewise received criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The episode underscores the evolving debate within the advertising and creative sectors about the balance between new tools and human craftsmanship.
