The global fast-food chain has taken down a holiday commercial created using AI after receiving significant online backlash.
The 45-second spot was produced using generative AI clips and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters criticized the use of AI in the commercial. Several labeled it "uncanny" and "awkwardly stitched together".
"This experience represents an important lesson as we explore the proper use of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that might go awry over the festive season, under the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that incorporate generative AI have become a rising phenomenon among major corporations, notably for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because videos made with current AI video tools are prone to become unstable the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also sparked fears about job displacement in the advertising sector, with some critics stating it could reduce work for production staff.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, several companies have likewise encountered criticism for employing AI in marketing. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode illustrates the continuing debate within the advertising and production sectors about the balance between technological innovation and human craftsmanship.