The global fast-food chain has pulled a holiday advert produced with Artificial Intelligence after encountering considerable online backlash.
The short ad was produced with the help of generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the film. Many called it "creepy" and "awkwardly stitched together".
"This moment is an important learning as we investigate the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that often go badly over the holidays, using the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature generative AI have become a rising trend among major brands, notably for the holiday period.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Inherent Limitations: Since videos produced with generative AI are susceptible to degrade the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the production industry, with some observers stating it might negatively impact opportunities for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "countless iterations" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis received a 61% "favorable response" from viewers.
However, other businesses have also faced criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The episode illustrates the continuing discussion within the advertising and production industries about the trade-off between new tools and human craftsmanship.
