The global fast-food chain has pulled a holiday advertisement created using Artificial Intelligence following receiving significant online backlash.
The 45-second film was produced via generative AI clips and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the commercial. Many described it as "disturbing" and "awkwardly stitched together".
"This incident represents an key lesson as we examine the appropriate utilization of generative technology," said a spokesperson from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that often go badly during the Christmas break, using the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate generative AI have become a rising phenomenon among major brands, notably for the holiday season.
- Another beverage giant has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because segments produced 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.
- Broader Implications: The ad also raised worries about automation in the advertising industry, with some observers stating it could affect work for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "in the same way we would on any standard production".
"This was not an AI trick," she commented. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand reportedly garnered a 61% "favorable response" from the public.
However, various brands have also encountered criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The situation illustrates the evolving discussion within the marketing and production industries about the balance between new tools and creative integrity.
