The global fast-food chain has taken down a Christmas advert produced with AI following receiving considerable online backlash.
The 45-second ad was developed with the help of generative AI clips and was first published publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the advert. Many called it "disturbing" and "jarringly assembled".
"This incident serves as an important learning as we explore the proper application of AI," said a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that can go wrong over the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI tools have become a rising phenomenon among prominent brands, especially for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments made with current AI video tools are more likely to become unstable the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the creative industry, with some critics noting it could affect work for production staff.
Response from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then edited in post-production "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, various brands have also faced scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The situation highlights the continuing conversation within the advertising and production sectors about the trade-off between technological innovation and creative integrity.