The global fast-food chain has removed a Christmas commercial made using AI after encountering considerable criticism on social media.
The short spot was developed using AI video tools and was first released online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, commenters denounced the implementation of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This experience serves as an valuable learning as we examine the proper application of generative technology," stated a statement from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly during the Christmas break, using the theme "the most terrible time of the year".
The Trend of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a rising trend among major brands, especially for the holiday period.
- Coca-Cola has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As clips produced with current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the creative sector, with some observers stating it might affect opportunities for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, various brands have likewise faced criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The episode underscores the ongoing conversation within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
