McDonald's has removed a holiday advertisement produced using Artificial Intelligence following facing significant public disapproval.
The brief spot was created using AI-generated video and was first published online for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the film. A number of labeled it "creepy" and "poorly edited".
"This incident serves as an valuable lesson as we examine the effective utilization of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that can go wrong during the festive season, with the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that include AI tools have become a growing phenomenon among prominent companies, especially for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because videos created using current AI video tools are prone to distort the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The video also sparked concerns about job displacement in the creative industry, with some critics stating it might affect opportunities for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the development required "over a month and a half" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a significant "positive feedback" from viewers.
However, several companies have likewise faced criticism for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The episode underscores the evolving debate within the marketing and creative industries about the balance between new tools and creative integrity.
