The global fast-food chain has pulled a holiday advert produced with AI following facing considerable online backlash.
The short spot was developed via AI video tools and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, commenters lambasted the implementation of AI in the commercial. Several labeled it "creepy" and "jarringly assembled".
"This experience represents an important lesson as we explore the effective utilization of generative technology," stated a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of things that often go badly during the holidays, under the slogan "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that feature generative AI have emerged as a growing trend among prominent corporations, notably for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos created using current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be about short in length.
- Industry Concerns: The video also sparked worries about job displacement in the creative sector, with some observers noting it might negatively impact opportunities for actors.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't an AI trick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, various brands have also faced scrutiny for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident illustrates the evolving debate within the marketing and creative sectors about the balance between new tools and audience reception.
