The global fast-food chain has removed a holiday commercial produced via AI following receiving significant criticism on social media.
The 45-second film was developed using AI-generated video and was initially published online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Shortly after its release, commenters criticized the use of AI in the commercial. Several described it as "creepy" and "awkwardly stitched together".
"This moment represents an important learning as we explore the proper application of AI," said a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that might go awry over the holidays, using the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Campaigns that feature AI-created content have emerged as a growing phenomenon among large corporations, especially for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: Since videos created with current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about automation in the advertising industry, with some observers noting it might negatively impact work for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation required "over a month and a half" and involved generating "countless iterations" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the response for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "favorable response" from online commenters.
However, various brands have also received criticism for using AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The incident highlights the continuing discussion within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
