The global fast-food chain has pulled a Christmas advert created using generative AI following receiving widespread public disapproval.
The 45-second spot was created with the help of generative AI clips and was originally uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters criticized the implementation of AI in the film. Many called it "uncanny" and "jarringly assembled".
"This incident represents an valuable learning as we examine the proper application of Artificial Intelligence," stated a statement from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that might go awry during the festive season, under the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a increasing phenomenon among large brands, particularly for the holiday campaign season.
- Another beverage giant has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: As videos made using generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about job displacement in the advertising sector, with some observers stating it might reduce work for camera crews.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the development took "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any standard production".
"This was not an experiment," she commented. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, several companies have also faced backlash for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The episode illustrates the continuing conversation within the marketing and creative sectors about the trade-off between new tools and human craftsmanship.
