The global fast-food chain has removed a holiday advertisement created with Artificial Intelligence following encountering considerable online backlash.
The 45-second ad was developed using AI-generated video and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, viewers on social media denounced the implementation of AI in the film. Many called it "disturbing" and "awkwardly stitched together".
"This incident represents an valuable lesson as we examine the effective utilization of generative technology," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that might go awry during the holidays, using the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature generative AI have emerged as a rising trend among prominent companies, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-created Christmas commercials.
- Technical Challenges: Since clips produced with current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about automation in the production industry, with some observers stating it might affect work for production staff.
Defense from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the response for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from viewers.
However, several companies have likewise received criticism for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The situation underscores the evolving conversation within the advertising and production industries about the balance between new tools and creative integrity.
