The global fast-food chain has taken down a Christmas advertisement produced using generative AI after encountering considerable criticism on social media.
The brief film was produced via AI video tools and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Following its publication, commenters criticized the use of AI in the film. A number of called it "creepy" and "jarringly assembled".
"This incident represents an important learning as we examine the appropriate application of AI," commented a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly during the festive season, under the tagline "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI-created content have become a growing trend among large brands, especially for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since clips produced using generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the creative sector, with some commenters pointing out it might affect work for production staff.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the development took "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise faced criticism for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The episode highlights the continuing debate within the advertising and creative industries about the trade-off between new tools and human craftsmanship.
