The global fast-food chain has removed a Christmas advert made with generative AI following encountering considerable online backlash.
The brief spot was developed via AI-generated video and was first released online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Following its publication, commenters lambasted the employment of AI in the commercial. Several called it "disturbing" and "poorly edited".
"This incident represents an valuable learning as we investigate the appropriate use of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly over the holidays, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Adverts that include AI-created content have become a rising phenomenon among large corporations, notably for the Christmas period.
- Another beverage giant has also released consecutive AI-generated holiday ads.
- Technical Challenges: As clips produced using generative AI are susceptible to degrade the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the creative sector, with some observers stating it could affect work for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation required "seven weeks" and involved producing "thousands of takes" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't an experiment," she said. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a significant "positive feedback" from online commenters.
However, other businesses have also encountered scrutiny for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The episode illustrates the evolving discussion within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
