McDonald's has taken down a holiday commercial made with Artificial Intelligence following encountering widespread online backlash.
The brief spot was created using generative AI clips and was originally released publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters denounced the employment of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This incident serves as an valuable learning as we examine the appropriate utilization of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that often go badly during the Christmas break, under the theme "the most terrible time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate AI tools have become a rising trend among major corporations, particularly for the holiday campaign season.
- Another beverage giant has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: Because clips made using generative AI are more likely to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also provoked fears about automation in the advertising industry, with some commenters pointing out it might affect work for production staff.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly garnered a significant "favorable response" from online commenters.
However, various brands have likewise received backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The incident underscores the continuing conversation within the advertising and creative industries about the trade-off between AI efficiency and human craftsmanship.
