The global fast-food chain has pulled a Christmas advert produced using generative AI after encountering considerable criticism on social media.
The short film was produced using AI video tools and was first published online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, audiences online denounced the implementation of AI in the film. A number of called it "creepy" and "poorly edited".
"This moment represents an key learning as we investigate the proper utilization of AI," stated a statement from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various things that often go badly over the festive season, under the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI tools have become a increasing trend among large companies, especially for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: As clips made using current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the production industry, with some critics stating it could affect work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the development took "over a month and a half" and involved producing "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she commented. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis achieved a 61% "positive sentiment rating" from the public.
However, several companies have also encountered backlash for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The incident illustrates the evolving conversation within the advertising and creative sectors about the trade-off between new tools and creative integrity.
