The global fast-food chain has pulled a holiday commercial produced using generative AI after receiving considerable online backlash.
The short ad was produced with the help of generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the commercial. A number of labeled it "creepy" and "poorly edited".
"This incident serves as an key learning as we examine the appropriate use of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly during the holidays, using the slogan "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that feature AI-created content have emerged as a growing trend among major brands, particularly for the holiday campaign season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Technical Challenges: Because clips made with current AI video tools are prone to degrade the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the production industry, with some critics stating it might affect work for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the creation took "seven weeks" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, several companies have also encountered criticism for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The episode highlights the evolving debate within the advertising and creative industries about the balance between AI efficiency and creative integrity.
