The global fast-food chain has taken down a holiday advert produced using Artificial Intelligence following facing significant public disapproval.
The short spot was created with the help of AI video tools and was first published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. A number of described it as "disturbing" and "poorly edited".
"This experience represents an valuable learning as we explore the appropriate use of generative technology," stated a representative from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that might go awry during the holidays, under the tagline "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature AI tools have become a rising trend among large companies, notably for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since clips created using generative AI are prone to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the creative industry, with some observers noting it could affect opportunities for actors.
Response from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the development required "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an experiment," she said. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a significant "positive feedback" from the public.
However, other businesses have likewise received criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The episode underscores the ongoing debate within the marketing and production sectors about the trade-off between new tools and human craftsmanship.
