The global fast-food chain has removed a holiday commercial created with AI after facing considerable public disapproval.
The brief spot was produced with the help of generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media denounced the implementation of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This moment is an important lesson as we examine the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that can go wrong over the holidays, using the theme "the worst time of the year".
The Movement of AI Commercials
Adverts that incorporate AI tools have emerged as a increasing trend among major brands, particularly for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Technical Challenges: Because segments produced using current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised worries about automation in the production sector, with some observers noting it could affect opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the development took "seven weeks" and involved creating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from online commenters.
However, various brands have also faced criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The situation highlights the evolving conversation within the advertising and production industries about the trade-off between new tools and creative integrity.
