The global fast-food chain has pulled a holiday commercial produced with AI after encountering considerable public disapproval.
The 45-second spot was created via AI-generated video and was initially published online for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, commenters lambasted the implementation of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This experience serves as an valuable lesson as we investigate the proper use of AI," said a representative from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly during the Christmas break, with the tagline "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include generative AI have become a rising trend among large companies, particularly for the holiday period.
- Another beverage giant has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: Because videos created using current AI video tools are prone to degrade the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about job displacement in the creative industry, with some commenters stating it could reduce work for production staff.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the development took "over a month and a half" and involved producing "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an experiment," she commented. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, several companies have likewise encountered backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident underscores the evolving debate within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
