The global fast-food chain has taken down a holiday commercial produced via generative AI following receiving considerable criticism on social media.
The 45-second film was developed using AI video tools and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters criticized the implementation of AI in the advert. Many called it "creepy" and "poorly edited".
"This experience is an important lesson as we explore the appropriate application of generative technology," said a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that often go badly during the Christmas break, under the slogan "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that feature AI-created content have emerged as a rising trend among major companies, especially for the Christmas season.
- Coca-Cola has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: Because segments created with current AI video tools are more likely to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the creative sector, with some critics noting it might negatively impact opportunities for production staff.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the production process took "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a significant "favorable response" from the public.
However, various brands have likewise faced backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident illustrates the evolving debate within the advertising and production industries about the trade-off between AI efficiency and human craftsmanship.
