The global fast-food chain has taken down a holiday advert created with Artificial Intelligence following facing widespread criticism on social media.
The short ad was created with the help of AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Shortly after its release, commenters lambasted the use of AI in the commercial. Many labeled it "uncanny" and "poorly edited".
"This moment represents an valuable learning as we investigate the appropriate application of AI," stated a statement from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong during the Christmas break, with the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI tools have become a rising phenomenon among large corporations, notably for the Christmas campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since videos produced using generative AI are prone to distort the longer they run, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also raised concerns about automation in the production sector, with some commenters stating it could negatively impact work for camera crews.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI trick," she commented. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, other businesses have likewise faced backlash for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode illustrates the evolving discussion within the marketing and creative sectors about the balance between new tools and creative integrity.
