The global fast-food chain has removed a Christmas commercial created using generative AI following encountering significant criticism on social media.
The brief spot was produced with the help of generative AI clips and was first published publicly for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Shortly after its release, commenters criticized the implementation of AI in the film. Several described it as "disturbing" and "jarringly assembled".
"This incident is an key lesson as we investigate the appropriate use of generative technology," stated a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that often go badly during the holidays, with the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that include AI-created content have become a rising trend among large corporations, particularly for the holiday period.
- Another beverage giant has recently released back-to-back AI-created Christmas commercials.
- Technical Challenges: Since clips made with generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also raised fears about automation in the creative sector, with some critics noting it could reduce work for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any high-craft production".
"This was not an AI trick," she said. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, other businesses have also encountered criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The episode illustrates the continuing conversation within the advertising and production sectors about the balance between AI efficiency and human craftsmanship.
