The global fast-food chain has removed a holiday advert created with generative AI following receiving significant online backlash.
The brief film was created with the help of generative AI clips and was initially uploaded online for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Following its publication, audiences online lambasted the use of AI in the advert. Many called it "disturbing" and "awkwardly stitched together".
"This moment serves as an important learning as we explore the proper use of AI," commented a spokesperson from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that often go badly over the holidays, with the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that feature AI-created content have emerged as a rising trend among major brands, notably for the holiday season.
- Coca-Cola has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Since clips created using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about automation in the production sector, with some observers noting it might negatively impact opportunities for actors.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then edited during the edit "just as we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand reportedly received a significant "favorable response" from the public.
However, various brands have likewise received scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "disturbing".
The situation highlights the continuing debate within the advertising and production sectors about the trade-off between technological innovation and creative integrity.
