The global fast-food chain has taken down a holiday advert produced using AI following encountering considerable criticism on social media.
The 45-second spot was created with the help of generative AI clips and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the advert. A number of described it as "disturbing" and "jarringly assembled".
"This incident serves as an key lesson as we examine the proper use of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that often go badly over the festive season, using the tagline "the most terrible time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate AI-created content have emerged as a rising phenomenon among prominent corporations, notably for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: Because clips made with generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked fears about automation in the creative industry, with some observers noting it could affect opportunities for camera crews.
Defense from the Creators
After the video's removal, a producer's head, Melanie Bridge, stood by the advert.
She stated, the production process took "seven weeks" and involved generating "thousands of takes" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an experiment," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have also encountered criticism for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The situation highlights the evolving conversation within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
