The global fast-food chain has removed a holiday commercial created with AI following encountering considerable criticism on social media.
The brief spot was developed using AI video tools and was originally published online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This moment serves as an valuable learning as we examine the proper utilization of AI," said a spokesperson from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that often go badly during the Christmas break, under the slogan "the most terrible time of the year".
The Movement of AI Commercials
Commercials that incorporate AI tools have become a rising trend among major corporations, particularly for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Technical Challenges: Because videos made using generative AI are more likely to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also provoked fears about automation in the production industry, with some commenters pointing out it might affect work for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
She stated, the production process took "seven weeks" and involved generating "numerous versions" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI gimmick," she said. "It was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, various brands have likewise faced scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The episode highlights the evolving debate within the advertising and creative industries about the trade-off between AI efficiency and human craftsmanship.
