The global fast-food chain has taken down a holiday commercial created via AI following receiving significant public disapproval.
The short spot was developed via AI-generated video and was originally uploaded online for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Following its publication, commenters denounced the use of AI in the commercial. Several described it as "creepy" and "awkwardly stitched together".
"This experience is an important lesson as we investigate the appropriate application of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly over the holidays, with the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that include AI-created content have become a rising phenomenon among prominent brands, notably for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because segments created using current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked fears about automation in the advertising industry, with some critics stating it could negatively impact work for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the creation took "over a month and a half" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was predominantly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, several companies have also faced criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The incident highlights the evolving conversation within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
