The global fast-food chain has removed a holiday advertisement made via generative AI after facing considerable public disapproval.
The 45-second film was developed via generative AI clips and was originally published publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Following its publication, audiences online criticized the implementation of AI in the advert. Several described it as "uncanny" and "jarringly assembled".
"This moment is an key learning as we examine the effective utilization of AI," commented a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that might go awry during the Christmas break, using the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that feature generative AI have emerged as a increasing phenomenon among large corporations, notably for the holiday period.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Technical Challenges: As clips produced using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also sparked worries about job displacement in the production sector, with some commenters noting it might negatively impact work for actors.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
According to her, the production process took "over a month and a half" and involved generating "countless iterations" which were then edited during the edit "just as we would on any standard production".
"This was not an experiment," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a significant "positive feedback" from online commenters.
However, other businesses have also received criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode highlights the evolving discussion within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
