The global fast-food chain has pulled a Christmas advert produced using AI following facing widespread public disapproval.
The 45-second spot was developed using generative AI clips and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, commenters criticized the use of AI in the commercial. Several called it "disturbing" and "poorly edited".
"This incident represents an valuable learning as we examine the proper application of generative technology," stated a representative from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that might go awry during the holidays, using the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include generative AI have emerged as a growing phenomenon among prominent corporations, notably for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: As clips created using current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be about short in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the creative industry, with some commenters pointing out it could affect work for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved creating "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a significant "positive sentiment rating" from the public.
However, several companies have likewise faced scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident illustrates the evolving debate within the marketing and production industries about the balance between technological innovation and creative integrity.
