The global fast-food chain has pulled a holiday advert created using generative AI after facing considerable public disapproval.
The brief spot was developed via AI-generated video and was originally released online for McDonald's Netherlands on 6 December.
Audience Response and Removal
Shortly after its release, commenters lambasted the use of AI in the commercial. Several described it as "disturbing" and "poorly edited".
"This incident is an valuable learning as we explore the effective utilization of generative technology," said a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various things that can go wrong during the Christmas break, under the tagline "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have emerged as a increasing trend among prominent corporations, notably for the holiday period.
- Another beverage giant has similarly released consecutive AI-generated Christmas ads.
- Technical Challenges: Because segments produced with generative AI are prone to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about automation in the production industry, with some critics pointing out it could affect opportunities for camera crews.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
According to her, the production process required "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly received a significant "positive sentiment rating" from online commenters.
However, various brands have likewise received scrutiny for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode underscores the continuing debate within the marketing and creative industries about the trade-off between AI efficiency and creative integrity.
