The global fast-food chain has taken down a holiday commercial created via generative AI after receiving widespread online backlash.
The short ad was created with the help of AI video tools and was initially uploaded online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This incident is an valuable lesson as we investigate the proper use of generative technology," stated a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that often go badly over the holidays, under the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI-created content have become a increasing trend among prominent corporations, particularly for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments produced using current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the advertising sector, with some commenters noting it could affect opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the creation required "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a significant "positive sentiment rating" from online commenters.
However, other businesses have also encountered scrutiny for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The episode illustrates the evolving debate within the marketing and production industries about the balance between technological innovation and human craftsmanship.