The global fast-food chain has pulled a holiday advertisement created using generative AI following encountering significant public disapproval.
The 45-second film was developed with the help of AI video tools and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the advert. Several called it "disturbing" and "poorly edited".
"This incident is an key lesson as we examine the appropriate application of Artificial Intelligence," commented a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that can go wrong during the Christmas break, with the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that incorporate generative AI have become a growing trend among large companies, especially for the holiday period.
- Coca-Cola has similarly launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As videos produced with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the production industry, with some commenters stating it could reduce work for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the development required "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have also faced backlash for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The incident highlights the evolving conversation within the advertising and creative industries about the balance between new tools and creative integrity.
