The global fast-food chain has removed a holiday advertisement made via generative AI following encountering widespread online backlash.
The brief spot was created using generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, commenters criticized the employment of AI in the advert. A number of described it as "uncanny" and "awkwardly stitched together".
"This experience represents an key lesson as we explore the appropriate use of Artificial Intelligence," said a spokesperson from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that might go awry during the Christmas break, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that include AI tools have emerged as a increasing phenomenon among major companies, especially for the Christmas season.
- Another beverage giant has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips produced with current AI video tools are more likely to degrade the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the creative sector, with some observers noting it might negatively impact work for production staff.
Response from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the sentiment for other AI-assisted campaigns has been varied.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, various brands have also faced scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The episode illustrates the continuing discussion within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
