The global fast-food chain has taken down a holiday advert produced using AI following encountering widespread public disapproval.
The brief ad was produced via AI video tools and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Shortly after its release, commenters denounced the employment of AI in the commercial. A number of called it "uncanny" and "poorly edited".
"This experience is an important lesson as we explore the appropriate application of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various things that might go awry over the holidays, using the tagline "the worst time of the year".
The Movement of AI Commercials
Adverts that incorporate generative AI have emerged as a increasing phenomenon among major brands, notably for the holiday period.
- Another beverage giant has recently released consecutive AI-created Christmas commercials.
- Inherent Limitations: Since videos produced using generative AI are prone to distort the longer they run, most such clips tend to be about short in length.
- Industry Concerns: The video also sparked fears about job displacement in the advertising sector, with some commenters pointing out it might reduce opportunities for production staff.
Response from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the development took "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a 61% "positive feedback" from viewers.
However, other businesses have also received scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The incident underscores the continuing debate within the advertising and production sectors about the balance between AI efficiency and creative integrity.
