The global fast-food chain has taken down a holiday advert made using Artificial Intelligence after facing significant criticism on social media.
The 45-second spot was developed via generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the use of AI in the advert. Several called it "uncanny" and "awkwardly stitched together".
"This incident is an important learning as we examine the appropriate utilization of generative technology," said a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that often go badly over the holidays, with the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI tools have emerged as a growing trend among large companies, notably for the Christmas season.
- Coca-Cola has similarly launched consecutive AI-created holiday ads.
- Technical Challenges: Since segments made using current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about the replacement of human roles in the creative industry, with some commenters noting it could reduce opportunities for camera crews.
Defense from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process required "seven weeks" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly achieved a 61% "positive feedback" from the public.
However, various brands have likewise encountered backlash for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The episode illustrates the continuing conversation within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
