The global fast-food chain has removed a holiday commercial created with Artificial Intelligence after receiving widespread criticism on social media.
The 45-second spot was created via generative AI clips and was originally released online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters denounced the implementation of AI in the commercial. A number of labeled it "creepy" and "poorly edited".
"This moment serves as an important lesson as we explore the proper use of generative technology," stated a spokesperson from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly during the festive season, using the slogan "the worst time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI-created content have become a growing phenomenon among prominent companies, particularly for the holiday period.
- Coca-Cola has also launched consecutive AI-generated Christmas ads.
- Technical Challenges: As videos made with generative AI are susceptible to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the advertising sector, with some critics stating it could reduce work for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "seven weeks" and involved producing "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, various brands have likewise faced scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode underscores the ongoing debate within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
