The global fast-food chain has removed a Christmas advertisement produced via generative AI after encountering widespread public disapproval.
The 45-second spot was developed via AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Following its publication, audiences online denounced the employment of AI in the commercial. Several called it "uncanny" and "jarringly assembled".
"This moment is an key lesson as we examine the proper application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that might go awry over the festive season, using the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI-created content have emerged as a rising trend among large companies, notably for the holiday period.
- Another beverage giant has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos created with current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the production industry, with some observers pointing out it might affect opportunities for actors.
Defense from the Production Company
After the commercial being pulled, 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 "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly received a 61% "favorable response" from the public.
However, various brands have likewise encountered scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode underscores the continuing conversation within the advertising and creative industries about the balance between new tools and human craftsmanship.
