The global fast-food chain has removed a holiday commercial produced using AI following encountering significant online backlash.
The 45-second film was created with the help of AI-generated video and was originally published online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Following its publication, audiences online denounced the implementation of AI in the advert. A number of described it as "creepy" and "jarringly assembled".
"This moment is an important lesson as we explore the appropriate utilization of generative technology," said a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various things that often go badly over the Christmas break, with the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Campaigns that include generative AI have become a growing trend among major corporations, notably for the holiday season.
- Another beverage giant has recently released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since clips created with generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about job displacement in the advertising sector, with some critics noting it might reduce opportunities for actors.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the production process required "seven weeks" and involved generating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the response for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly garnered a 61% "favorable response" from the public.
However, various brands have also faced backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The incident illustrates the continuing conversation within the advertising and creative industries about the balance between technological innovation and audience reception.
