The global fast-food chain has removed a Christmas commercial made via AI after encountering widespread public disapproval.
The brief ad was created with the help of AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters denounced the use of AI in the film. A number of described it as "creepy" and "poorly edited".
"This moment serves as an valuable lesson as we investigate the proper use of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry during the Christmas break, under the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that include AI tools have become a growing phenomenon among prominent companies, notably for the Christmas season.
- Another beverage giant has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: As clips made with generative AI are susceptible to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised worries about automation in the production sector, with some commenters pointing out it could affect work for camera crews.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any standard production".
"This wasn't an AI gimmick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have also received backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The incident illustrates the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
