🔗 Share this article McDonald's Netherlands Takes Down Artificial Intelligence Festive Advertisement After Backlash. An artificially generated scene from the pulled fast-food advert. The global fast-food chain has taken down a holiday advertisement created with Artificial Intelligence after receiving significant public disapproval. The short ad was produced via AI-generated video and was originally released publicly for the Dutch branch of McDonald's on 6 December. Viewer Reaction and Removal Shortly after its release, commenters criticized the use of AI in the advert. Several described it as "uncanny" and "jarringly assembled". "This moment is an important learning as we examine the appropriate application of generative technology," commented a representative from the company. The advert was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong during the Christmas break, under the slogan "not the most wonderful time of the year". A Growing Phenomenon of AI in Advertising Campaigns that include AI-created content have emerged as a growing trend among large companies, notably for the Christmas season. Another beverage giant has recently launched consecutive AI-generated Christmas commercials. Inherent Limitations: As videos created using generative AI are susceptible to become unstable the longer they run, most such clips tend to be about a few seconds in length. Broader Implications: The ad also provoked fears about automation in the creative sector, with some critics stating it could affect opportunities for actors. Response from the Creators Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert. Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any traditional production". "This wasn't just an experiment," Bridge asserted. "The result was a film." Mixed Audience Sentiment While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted campaigns has been varied. For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from online commenters. However, other businesses have likewise encountered scrutiny for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing". The situation highlights the ongoing discussion within the advertising and production sectors about the trade-off between new tools and human craftsmanship.
An artificially generated scene from the pulled fast-food advert. The global fast-food chain has taken down a holiday advertisement created with Artificial Intelligence after receiving significant public disapproval. The short ad was produced via AI-generated video and was originally released publicly for the Dutch branch of McDonald's on 6 December. Viewer Reaction and Removal Shortly after its release, commenters criticized the use of AI in the advert. Several described it as "uncanny" and "jarringly assembled". "This moment is an important learning as we examine the appropriate application of generative technology," commented a representative from the company. The advert was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong during the Christmas break, under the slogan "not the most wonderful time of the year". A Growing Phenomenon of AI in Advertising Campaigns that include AI-created content have emerged as a growing trend among large companies, notably for the Christmas season. Another beverage giant has recently launched consecutive AI-generated Christmas commercials. Inherent Limitations: As videos created using generative AI are susceptible to become unstable the longer they run, most such clips tend to be about a few seconds in length. Broader Implications: The ad also provoked fears about automation in the creative sector, with some critics stating it could affect opportunities for actors. Response from the Creators Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert. Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any traditional production". "This wasn't just an experiment," Bridge asserted. "The result was a film." Mixed Audience Sentiment While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted campaigns has been varied. For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from online commenters. However, other businesses have likewise encountered scrutiny for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing". The situation highlights the ongoing discussion within the advertising and production sectors about the trade-off between new tools and human craftsmanship.