The global fast-food chain has pulled a holiday commercial produced using Artificial Intelligence after facing widespread public disapproval.
The short spot was developed via generative AI clips and was originally published online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the film. A number of described it as "disturbing" and "awkwardly stitched together".
"This experience serves as an important learning as we investigate the effective utilization of Artificial Intelligence," said a statement from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that might go awry during the Christmas break, with the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature generative AI have emerged as a rising trend among prominent brands, notably for the Christmas season.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since segments produced using current AI video tools are more likely to become unstable the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked concerns about job displacement in the production industry, with some commenters stating it might reduce opportunities for camera crews.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the creation took "seven weeks" and involved generating "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This was not an experiment," she said. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from another major brand according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered criticism for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The episode underscores the ongoing conversation within the advertising and production sectors about the balance between new tools and human craftsmanship.
