McDonald's has removed a holiday advertisement made with AI following facing considerable online backlash.
The brief spot was produced via AI video tools and was originally published online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Following its publication, commenters criticized the use of AI in the film. A number of described it as "disturbing" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the proper use of Artificial Intelligence," said a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that often go badly over the festive season, under the tagline "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that include AI tools have emerged as a increasing trend among prominent companies, particularly for the Christmas season.
- Another beverage giant has similarly released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips made using current AI video tools are susceptible to become unstable the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the production industry, with some commenters pointing out it might affect work for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the development required "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis garnered a 61% "favorable response" from viewers.
However, other businesses have also faced scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The episode underscores the evolving conversation within the marketing and creative industries about the balance between AI efficiency and audience reception.
