The global fast-food chain has taken down a holiday advert made via generative AI following encountering significant public disapproval.
The brief film was developed with the help of generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the advert. Many called it "uncanny" and "poorly edited".
"This moment serves as an important lesson as we investigate the effective utilization of AI," said a representative from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the Christmas break, under the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI tools have become a growing phenomenon among large brands, notably for the holiday season.
- Another beverage giant has recently launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As clips made with current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked concerns about job displacement in the creative industry, with some critics pointing out it could affect opportunities for actors.
Defense from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an experiment," she said. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a 61% "positive feedback" from viewers.
However, other businesses have likewise encountered criticism for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The incident illustrates the evolving conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.
