McDonald's has removed a holiday advert created via AI after receiving widespread criticism on social media.
The short spot was developed with the help of generative AI clips and was initially released online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the commercial. A number of called it "uncanny" and "poorly edited".
"This experience represents an key learning as we examine the proper use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that often go badly over the Christmas break, using the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature generative AI have become a rising trend among large companies, especially for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated holiday ads.
- Inherent Limitations: Because segments created using current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The video also provoked fears about job displacement in the production industry, with some critics stating it could affect work for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, several companies have also encountered criticism for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The situation highlights the continuing conversation within the advertising and production sectors about the balance between new tools and human craftsmanship.
