The global fast-food chain has removed a holiday advert created via AI after encountering considerable public disapproval.
The short ad was created using AI-generated video and was originally published publicly for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, commenters lambasted the use of AI in the advert. Several described it as "creepy" and "poorly edited".
"This experience is an important learning as we explore the effective use of generative technology," commented a statement from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry during the festive season, with the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Adverts that include AI tools have emerged as a growing trend among large companies, particularly for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since clips made with current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about the replacement of human roles in the advertising industry, with some commenters pointing out it could reduce work for camera crews.
Defense from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved producing "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly received a significant "positive sentiment rating" from online commenters.
However, other businesses have also encountered criticism for employing AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The episode highlights the ongoing conversation within the marketing and production sectors about the balance between new tools and creative integrity.
