The global fast-food chain has removed a Christmas commercial produced with generative AI following encountering widespread public disapproval.
The brief film was developed with the help of generative AI clips and was originally published publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Following its publication, commenters criticized the use of AI in the advert. Many described it as "disturbing" and "poorly edited".
"This moment serves as an important learning as we explore the effective application of AI," said a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry over the Christmas break, with the slogan "the worst time of the year".
The Movement of AI in Advertising
Campaigns that include generative AI have become a growing trend among major companies, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since videos created with generative AI are susceptible to distort the longer they run, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also provoked worries about automation in the advertising industry, with some critics pointing out it could affect work for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the production process took "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, other businesses have likewise faced criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The situation illustrates the ongoing debate within the advertising and creative sectors about the balance between new tools and audience reception.
