The global fast-food chain has removed a Christmas commercial made via AI after facing widespread criticism on social media.
The short film was produced via generative AI clips and was originally released publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters denounced the use of AI in the film. Many labeled it "creepy" and "awkwardly stitched together".
"This experience represents an valuable learning as we examine the effective application of Artificial Intelligence," stated a statement from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various things that might go awry over the holidays, using the tagline "the most terrible time of the year".
The Trend of AI Commercials
Commercials that incorporate AI-created content have emerged as a rising phenomenon among prominent companies, particularly for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments made with current AI video tools are prone to distort the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also raised concerns about job displacement in the advertising industry, with some commenters pointing out it could reduce opportunities for production staff.
Response from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the creation required "seven weeks" and involved creating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a 61% "favorable response" from viewers.
However, other businesses have also faced backlash for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The incident illustrates the evolving conversation within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
