The global fast-food chain has removed a holiday commercial created via generative AI after facing considerable online backlash.
The 45-second spot was produced using AI video tools and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters criticized the employment of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This incident serves as an key learning as we examine the appropriate application of generative technology," stated a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that can go wrong over the Christmas break, with the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Campaigns that include AI tools have emerged as a growing trend among large brands, especially for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: As segments produced with current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also provoked worries about job displacement in the production sector, with some commenters pointing out it could reduce work for production staff.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the development took "over a month and a half" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any standard production".
"This was not an AI trick," she commented. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, several companies have also encountered scrutiny for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident underscores the ongoing debate within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
