McDonald's has removed a holiday commercial produced via Artificial Intelligence following facing significant public disapproval.
The 45-second ad was created using AI-generated video and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, commenters denounced the use of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This incident serves as an key lesson as we investigate the effective application of generative technology," said a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that can go wrong during the festive season, using the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that feature AI-created content have emerged as a increasing trend among prominent brands, especially for the Christmas season.
- Another beverage giant has also released consecutive AI-created holiday commercials.
- Technical Challenges: Because clips produced with current AI video tools are more likely to become unstable the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked fears about job displacement in the creative sector, with some observers noting it could negatively impact opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited in post-production "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis garnered a 61% "positive feedback" from viewers.
However, various brands have also faced criticism for employing AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The situation highlights the evolving debate within the advertising and production industries about the balance between new tools and human craftsmanship.
