The global fast-food chain has taken down a holiday commercial produced using Artificial Intelligence after facing considerable criticism on social media.
The 45-second film was created using AI video tools and was initially published publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online criticized the use of AI in the film. Many labeled it "creepy" and "poorly edited".
"This experience represents an valuable learning as we explore the effective use of Artificial Intelligence," said a representative from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that often go badly over the Christmas break, with the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that include AI tools have become a increasing phenomenon among prominent corporations, especially for the Christmas campaign season.
- Coca-Cola has similarly released back-to-back AI-created Christmas commercials.
- Inherent Limitations: As clips made with generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also provoked worries about automation in the advertising industry, with some observers stating it might reduce work for production staff.
Defense from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
Bridge claimed, the production process required "seven weeks" and involved generating "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, other businesses have also encountered criticism for employing the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident underscores the continuing conversation within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
