The global fast-food chain has taken down a Christmas advertisement produced with generative AI following facing significant criticism on social media.
The short ad was produced with the help of generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters denounced the employment of AI in the film. A number of described it as "uncanny" and "awkwardly stitched together".
"This incident is an key lesson as we explore the proper application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the festive season, under the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Commercials that incorporate AI tools have become a rising phenomenon among large brands, notably for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since clips created using current AI video tools are more likely to distort the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the production sector, with some critics noting it might affect opportunities for actors.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved producing "countless iterations" which were then shaped afterward "in the same way we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand reportedly received a 61% "positive feedback" from the public.
However, several companies have also faced criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The situation highlights the continuing debate within the advertising and production industries about the balance between AI efficiency and audience reception.
