The global fast-food chain has removed a holiday advert produced with generative AI after receiving significant public disapproval.
The 45-second film was created with the help of AI video tools and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters criticized the use of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This incident represents an important lesson as we investigate the proper utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong during the festive season, using the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI-created content have become a rising phenomenon among major brands, especially for the holiday season.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Since clips made using current AI video tools are prone to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised worries about automation in the production sector, with some observers stating it might negatively impact work for production staff.
Response from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the creation required "seven weeks" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an experiment," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly garnered a significant "favorable response" from the public.
However, several companies have also faced backlash for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The incident illustrates the ongoing conversation within the marketing and creative industries about the trade-off between new tools and audience reception.
