The global fast-food chain has pulled a holiday commercial made via AI after facing widespread online backlash.
The short ad was produced with the help of AI-generated video and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the advert. A number of called it "creepy" and "jarringly assembled".
"This incident is an valuable lesson as we examine the appropriate application of generative technology," stated a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that might go awry over the holidays, with the theme "the most terrible time of the year".
The Trend of AI Commercials
Adverts that incorporate AI tools have emerged as a increasing trend among large companies, especially for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments made using generative AI are prone to become unstable the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised worries about job displacement in the production sector, with some observers noting it might negatively impact work for camera crews.
Response from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved generating "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't just an AI trick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a significant "favorable response" from the public.
However, several companies have also received scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation illustrates the ongoing discussion within the marketing and production sectors about the balance between new tools and human craftsmanship.
