The global fast-food chain has removed a Christmas advert produced via generative AI after encountering considerable public disapproval.
The short ad was created with the help of generative AI clips and was first published online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the film. Several called it "disturbing" and "jarringly assembled".
"This moment is an valuable learning as we explore the proper utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that might go awry over the festive season, with the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate generative AI have become a rising trend among large brands, particularly for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because segments made with generative AI are more likely to degrade the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about automation in the advertising industry, with some commenters pointing out it could negatively impact work for actors.
Defense from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the creation took "over a month and a half" and involved producing "thousands of takes" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly received a significant "favorable response" from online commenters.
However, various brands have likewise encountered criticism for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "lazy" and "disturbing".
The episode illustrates the continuing discussion within the marketing and creative industries about the balance between AI efficiency and creative integrity.
