McDonald's has removed a holiday advertisement made using Artificial Intelligence following receiving widespread online backlash.
The short film was produced with the help of generative AI clips and was originally published publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, commenters criticized the use of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This moment represents an valuable learning as we explore the appropriate utilization of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that often go badly during the Christmas break, under the theme "the most terrible time of the year".
A Growing Trend of AI Commercials
Adverts that feature AI-created content have emerged as a increasing phenomenon among large companies, particularly for the holiday period.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Inherent Limitations: Because clips created using generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about job displacement in the production industry, with some observers stating it could reduce work for production staff.
Response from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the development required "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, various brands have likewise received backlash for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The situation underscores the continuing discussion within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
