The global fast-food chain has taken down a holiday commercial produced using AI following facing widespread criticism on social media.
The 45-second film was developed using AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, commenters criticized the use of AI in the film. Several called it "uncanny" and "awkwardly stitched together".
"This incident serves as an key learning as we examine the appropriate application of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate generative AI have become a growing trend among prominent brands, notably for the Christmas campaign season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Technical Challenges: Since clips created using generative AI are more likely to become unstable the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the creative industry, with some observers noting it could affect opportunities for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "seven weeks" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't an AI gimmick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, other businesses have likewise faced backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The situation underscores the ongoing debate within the advertising and production industries about the trade-off between technological innovation and human craftsmanship.
