The global fast-food chain has taken down a holiday commercial created via AI following facing widespread online backlash.
The short film was developed with the help of generative AI clips and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Following its publication, viewers on social media criticized the use of AI in the commercial. A number of called it "disturbing" and "poorly edited".
"This experience represents an valuable lesson as we examine the appropriate application of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that often go badly during the Christmas break, under the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Commercials that feature AI-created content have emerged as a growing phenomenon among prominent corporations, especially for the holiday season.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since clips created with current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the creative industry, with some observers stating it could negatively impact opportunities for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the development took "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand reportedly achieved a 61% "positive feedback" from viewers.
However, other businesses have likewise faced criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The incident highlights the ongoing debate within the advertising and creative industries about the trade-off between AI efficiency and human craftsmanship.
