McDonald's has removed a holiday commercial made via Artificial Intelligence after encountering widespread criticism on social media.
The short spot was created using AI-generated video and was originally published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media denounced the use of AI in the film. A number of described it as "creepy" and "awkwardly stitched together".
"This moment serves as an valuable lesson as we examine the effective utilization of generative technology," commented a spokesperson from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly over the festive season, using the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that include AI tools have emerged as a rising trend among major brands, particularly for the holiday period.
- Coca-Cola has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As clips made using generative AI are more likely to become unstable the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about the replacement of human roles in the production industry, with some observers noting it could negatively impact opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from viewers.
However, several companies have also faced criticism for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The incident underscores the continuing debate within the marketing and creative industries about the balance between technological innovation and audience reception.
