The global fast-food chain has pulled a holiday advert produced with Artificial Intelligence after facing considerable online backlash.
The short film was created with the help of generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online lambasted the implementation of AI in the film. Many described it as "creepy" and "jarringly assembled".
"This incident serves as an important learning as we investigate the effective utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various things that often go badly during the festive season, using the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Adverts that include generative AI have emerged as a rising trend among large corporations, particularly for the holiday season.
- Another beverage giant has recently launched consecutive AI-generated holiday commercials.
- Inherent Limitations: Since segments produced with generative AI are more likely to distort the longer they run, most such clips tend to be only short in length.
- Broader Implications: The video also raised fears about automation in the advertising sector, with some observers pointing out it might negatively impact opportunities for production staff.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly garnered a 61% "positive feedback" from the public.
However, several companies have likewise faced backlash for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The incident illustrates the continuing debate within the marketing and creative industries about the balance between AI efficiency and audience reception.
