The global fast-food chain has removed a holiday commercial produced with Artificial Intelligence following encountering widespread public disapproval.
The short spot was produced using AI-generated video and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, viewers on social media lambasted the employment of AI in the commercial. Several called it "creepy" and "poorly edited".
"This experience represents an valuable learning as we investigate the proper use of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that often go badly during the holidays, under the slogan "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that incorporate AI tools have emerged as a increasing trend among prominent corporations, notably for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Inherent Limitations: Since videos made with current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be about short in length.
- Industry Concerns: The video also provoked concerns about job displacement in the creative sector, with some observers noting it could reduce work for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved producing "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis received a significant "positive feedback" from the public.
However, several companies have also received backlash for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident highlights the continuing debate within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
