The global fast-food chain has removed a holiday commercial produced using AI following receiving significant online backlash.
The short film was produced using AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This incident represents an key learning as we explore the proper use of Artificial Intelligence," said a spokesperson from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly during the Christmas break, with the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that feature AI-created content have become a rising trend among large companies, notably for the holiday period.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Technical Challenges: Because videos produced using generative AI are susceptible to degrade the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the creative sector, with some observers stating it might negatively impact work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "seven weeks" and involved generating "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a 61% "positive feedback" from online commenters.
However, several companies have also faced criticism for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The episode underscores the evolving conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
