The global fast-food chain has removed a holiday commercial created using AI after facing widespread online backlash.
The brief spot was produced using AI video tools and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This experience represents an valuable lesson as we explore the proper utilization of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that can go wrong during the festive season, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Campaigns that include AI tools have emerged as a rising trend among major brands, especially for the holiday period.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Since videos made with current AI video tools are prone to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about job displacement in the advertising industry, with some commenters noting it might affect opportunities for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the creation required "seven weeks" and involved producing "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This was not an experiment," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly received a 61% "favorable response" from online commenters.
However, various brands have also encountered backlash for using the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The episode highlights the evolving conversation within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
