The global fast-food chain has pulled a Christmas advertisement made with generative AI following facing widespread public disapproval.
The 45-second ad was created via AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media criticized the use of AI in the film. Several called it "disturbing" and "awkwardly stitched together".
"This incident serves as an important lesson as we investigate the proper application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that often go badly over the festive season, with the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that feature generative AI have become a growing trend among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Technical Challenges: As clips made using generative AI are prone to become unstable the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the advertising sector, with some critics pointing out it could affect work for production staff.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an experiment," she commented. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a significant "favorable response" from online commenters.
However, various brands have also encountered scrutiny for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The incident underscores the evolving debate within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
