The global fast-food chain has removed a Christmas advertisement made with AI following facing significant online backlash.
The brief film was developed via AI-generated video and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters denounced the implementation of AI in the film. Many described it as "creepy" and "poorly edited".
"This incident represents an important lesson as we investigate the appropriate use of AI," stated a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various situations that often go badly during the holidays, with the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Adverts that include AI tools have emerged as a increasing trend among prominent corporations, especially for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: As segments created using generative AI are susceptible to degrade the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the creative sector, with some commenters noting it could affect opportunities for production staff.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the development required "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the McDonald's ad was mostly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis received a 61% "positive feedback" from the public.
However, other businesses have also received scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The episode illustrates the evolving conversation within the advertising and production industries about the trade-off between AI efficiency and audience reception.
