The global fast-food chain has pulled a Christmas advertisement made using generative AI after encountering considerable online backlash.
The short film was created via AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Following its publication, commenters denounced the use of AI in the film. A number of called it "uncanny" and "poorly edited".
"This experience serves as an key learning as we investigate the effective application of AI," stated a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly over the festive season, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Commercials that incorporate AI-created content have become a rising trend among major corporations, notably for the Christmas season.
- Coca-Cola has also launched consecutive AI-created holiday ads.
- Technical Challenges: Because videos produced using generative AI are more likely to degrade the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the production sector, with some commenters noting it could affect opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the production process took "over a month and a half" and involved creating "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an experiment," she said. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from the public.
However, several companies have also faced scrutiny for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The situation underscores the evolving debate within the marketing and creative sectors about the trade-off between new tools and human craftsmanship.
