McDonald's has taken down a holiday commercial produced with AI after facing widespread online backlash.
The 45-second ad was produced using generative AI clips and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the film. Many called it "creepy" and "poorly edited".
"This experience represents an valuable lesson as we explore the proper application of generative technology," commented a statement from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that often go badly over the festive season, with the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have become a increasing phenomenon among large companies, especially for the holiday campaign season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since videos made with current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the advertising industry, with some observers pointing out it could affect work for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved producing "thousands of takes" which were then edited during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, several companies have likewise encountered scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The situation illustrates the continuing discussion within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
