The global fast-food chain has pulled a holiday advertisement created with generative AI following facing considerable public disapproval.
The 45-second film was produced via AI-generated video and was originally published online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, viewers on social media denounced the employment of AI in the film. Many described it as "uncanny" and "poorly edited".
"This experience represents an important lesson as we explore the appropriate use of generative technology," stated a statement from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that might go awry during the festive season, with the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that incorporate AI-created content have become a rising trend among large corporations, notably for the holiday period.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Inherent Limitations: Since clips produced using generative AI are susceptible to distort the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the advertising sector, with some observers stating it could reduce work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "seven weeks" and involved generating "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly achieved a significant "positive feedback" from the public.
However, other businesses have also received backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The situation highlights the ongoing discussion within the advertising and creative industries about the trade-off between new tools and creative integrity.
