The global fast-food chain has taken down a holiday commercial made via generative AI following encountering considerable criticism on social media.
The 45-second ad was produced via AI video tools and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. Several described it as "creepy" and "jarringly assembled".
"This incident is an valuable lesson as we investigate the proper utilization of AI," stated a spokesperson from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that can go wrong during the holidays, with the theme "the worst time of the year".
The Movement of AI Commercials
Commercials that feature AI-created content have emerged as a increasing phenomenon among large companies, particularly for the holiday period.
- Coca-Cola has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: As clips produced using generative AI are more likely to become unstable the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the advertising sector, with some critics noting it might reduce work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the development took "over a month and a half" and involved creating "numerous versions" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "The result was a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly received a 61% "positive feedback" from online commenters.
However, various brands have also encountered backlash for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The episode illustrates the ongoing conversation within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
