McDonald's Netherlands Takes Down AI-Created Holiday Commercial In the Wake of Backlash.
McDonald's has taken down a Christmas commercial created using Artificial Intelligence following encountering considerable public disapproval.
The 45-second film was produced with the help of AI-generated video and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media lambasted the use of AI in the commercial. A number of described it as "disturbing" and "awkwardly stitched together".
"This experience serves as an valuable learning as we investigate the proper use of Artificial Intelligence," stated a spokesperson from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various things that might go awry during the holidays, using the theme "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that feature generative AI have emerged as a increasing phenomenon among large brands, notably for the Christmas period.
- Coca-Cola has recently released consecutive AI-generated holiday commercials.
- Inherent Limitations: As clips produced using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked worries about job displacement in the creative sector, with some observers stating it could negatively impact opportunities for production staff.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
According to her, the development took "over a month and a half" and involved generating "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a significant "positive feedback" from online commenters.
However, various brands have likewise faced criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The situation highlights the evolving debate within the marketing and creative industries about the trade-off between new tools and creative integrity.
