The global fast-food chain has taken down a holiday commercial produced via generative AI following receiving widespread online backlash.
The brief ad was developed using AI-generated video and was originally published online for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Following its publication, audiences online denounced the implementation of AI in the advert. Many called it "creepy" and "jarringly assembled".
"This incident represents an valuable learning as we explore the proper utilization of AI," stated a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly during the Christmas break, under the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI tools have become a rising trend among major corporations, particularly for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos produced using generative AI are susceptible to distort the longer they run, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised worries about automation in the advertising sector, with some commenters noting it could negatively impact work for actors.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This was not an AI trick," she said. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise received backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The situation underscores the ongoing discussion within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
