The global fast-food chain has removed a holiday commercial produced with generative AI following receiving considerable criticism on social media.
The 45-second film was produced using AI video tools and was originally released online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the film. Several labeled it "creepy" and "jarringly assembled".
"This moment is an key lesson as we investigate the effective utilization of AI," said a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that often go badly over the festive season, using the theme "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have emerged as a increasing phenomenon among prominent corporations, especially for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Since clips created using current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the production industry, with some observers noting it might reduce work for camera crews.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the development took "over a month and a half" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from the public.
However, other businesses have likewise received scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The situation illustrates the evolving discussion within the advertising and creative industries about the trade-off between new tools and creative integrity.
