The global fast-food chain has taken down a Christmas advert made via AI following receiving significant criticism on social media.
The brief film was produced with the help of AI-generated video and was originally released online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Soon after it aired, commenters criticized the implementation of AI in the advert. A number of described it as "disturbing" and "awkwardly stitched together".
"This moment serves as an important lesson as we explore the effective application of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that often go badly during the festive season, under the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI tools have emerged as a growing phenomenon among prominent corporations, particularly for the Christmas period.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: Because clips produced with current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also raised concerns about automation in the creative sector, with some critics noting it might negatively impact work for actors.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved producing "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI trick," she said. "The result was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a 61% "positive feedback" from the public.
However, various brands have also faced backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation highlights the continuing conversation within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
