The global fast-food chain has taken down a holiday advertisement created using AI following encountering significant public disapproval.
The brief film was created via AI-generated video and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters criticized the employment of AI in the film. Several described it as "uncanny" and "poorly edited".
"This incident serves as an important lesson as we examine the effective application of generative technology," stated a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry during the holidays, using the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that incorporate generative AI have become a growing phenomenon among large brands, notably for the holiday season.
- Coca-Cola has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because videos produced with current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the creative sector, with some critics pointing out it might negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
She stated, the creation took "seven weeks" and involved creating "countless iterations" which were then edited afterward "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a 61% "positive sentiment rating" from the public.
However, various brands have also faced criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The episode underscores the ongoing discussion within the advertising and creative sectors about the balance between technological innovation and creative integrity.
