The global fast-food chain has taken down a holiday commercial produced with AI after facing considerable public disapproval.
The short spot was produced using generative AI clips and was originally released online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the film. A number of called it "creepy" and "jarringly assembled".
"This experience represents an important learning as we examine the effective application of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various things that often go badly during the Christmas break, under the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that incorporate AI tools have emerged as a growing trend among prominent brands, notably for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As clips made using current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked worries about automation in the creative sector, with some observers pointing out it could negatively impact opportunities for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process took "over a month and a half" and involved producing "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "positive feedback" from online commenters.
However, several companies have also received criticism for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".
The episode underscores the ongoing debate within the advertising and production sectors about the trade-off between technological innovation and human craftsmanship.