The global fast-food chain has pulled a holiday commercial produced with generative AI after facing significant public disapproval.
The brief spot was developed with the help of AI-generated video and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters criticized the employment of AI in the advert. Several labeled it "uncanny" and "poorly edited".
"This moment serves as an key learning as we explore the effective application of AI," stated a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that might go awry during the Christmas break, using the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that include AI tools have become a growing trend among major brands, particularly for the Christmas period.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Inherent Limitations: As videos made with current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked concerns about automation in the creative sector, with some critics pointing out it could negatively impact work for production staff.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an AI trick," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, 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 the public.
However, other businesses have also encountered backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The incident highlights the evolving conversation within the marketing and production sectors about the balance between AI efficiency and audience reception.
