The global fast-food chain has pulled a Christmas advertisement produced with generative AI following facing significant public disapproval.
The short ad was developed using generative AI clips and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, audiences online lambasted the use of AI in the advert. Many called it "disturbing" and "jarringly assembled".
"This incident is an valuable lesson as we investigate the appropriate utilization of generative technology," commented a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that might go awry over the Christmas break, using the tagline "the worst time of the year".
The Movement of AI in Advertising
Campaigns that feature AI-created content have emerged as a rising trend among large brands, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because videos produced using current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the production sector, with some critics noting it could affect opportunities for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered criticism for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The situation underscores the evolving debate within the marketing and creative industries about the balance between new tools and audience reception.
