The global fast-food chain has taken down a holiday commercial made with generative AI following facing widespread criticism on social media.
The brief spot was created with the help of AI-generated video and was originally published online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Soon after it aired, commenters lambasted the employment of AI in the commercial. Several labeled it "creepy" and "awkwardly stitched together".
"This incident represents an key learning as we explore the effective use of AI," commented a statement from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that can go wrong over the holidays, using the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising trend among major companies, especially for the holiday season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Technical Challenges: Because videos made using current AI video tools are prone to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also sparked concerns about automation in the creative industry, with some commenters pointing out it might negatively impact work for actors.
Defense from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation took "seven weeks" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, several companies have likewise faced backlash for using AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The situation highlights the ongoing debate within the marketing and creative industries about the balance between AI efficiency and human craftsmanship.
