The global fast-food chain has pulled a holiday commercial produced via AI following encountering widespread criticism on social media.
The short ad was created via generative AI clips and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters criticized the implementation of AI in the film. A number of called it "creepy" and "poorly edited".
"This incident serves as an valuable lesson as we investigate the effective use of generative technology," commented a representative from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that often go badly during the festive season, under the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Adverts that feature generative AI have become a growing trend among prominent companies, especially for the holiday period.
- Coca-Cola has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since segments made with current AI video tools are prone to distort the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the advertising industry, with some critics pointing out it might negatively impact opportunities for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she commented. "It was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have also encountered criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The incident highlights the continuing discussion within the marketing and creative sectors about the trade-off between new tools and audience reception.
