The global fast-food chain has taken down a holiday advertisement made using generative AI following facing significant criticism on social media.
The 45-second ad was developed with the help of AI-generated video and was first published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This moment serves as an important learning as we examine the proper application of AI," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of things that can go wrong during the festive season, using the theme "the most terrible time of the year".
The Trend of AI in Advertising
Campaigns that feature AI tools have emerged as a growing phenomenon among major brands, notably for the Christmas campaign season.
- Coca-Cola has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: Since videos created using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the production sector, with some critics pointing out it could negatively impact opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the development took "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI trick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly received a 61% "favorable response" from online commenters.
However, various brands have also received scrutiny for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The situation underscores the ongoing debate within the advertising and production sectors about the balance between new tools and human craftsmanship.
