The global fast-food chain has pulled a holiday advert made with generative AI following receiving widespread online backlash.
The 45-second film was created with the help of AI-generated video and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters lambasted the use of AI in the commercial. Several called it "uncanny" and "poorly edited".
"This incident is an important lesson as we explore the proper use of AI," commented a spokesperson from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that might go awry during the holidays, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI tools have emerged as a rising phenomenon among major brands, especially for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Because segments produced using generative AI are prone to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the creative sector, with some critics stating it might negatively impact work for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation took "seven weeks" and involved producing "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis received a significant "favorable response" from online commenters.
However, other businesses have also faced backlash for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The episode illustrates the ongoing conversation within the marketing and production sectors about the balance between new tools and creative integrity.
