McDonald's has taken down a holiday commercial created via generative AI after receiving widespread online backlash.
The 45-second ad was produced via AI video tools and was first uploaded online for McDonald's Netherlands on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the advert. Many described it as "disturbing" and "poorly edited".
"This experience is an important learning as we investigate the proper utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that often go badly over the festive season, with the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that feature generative AI have become a rising trend among large brands, particularly for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Since clips made using current AI video tools are more likely to distort the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about job displacement in the advertising industry, with some observers noting it might reduce opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process took "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an AI trick," she commented. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from the public.
However, other businesses have also encountered criticism for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".
The episode underscores the continuing conversation within the marketing and creative sectors about the balance between new tools and human craftsmanship.
