McDonald's has taken down a holiday commercial produced via generative AI following encountering significant criticism on social media.
The 45-second film was created via AI video tools and was originally uploaded online for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, audiences online denounced the use of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This incident represents an key learning as we explore the effective utilization of AI," stated a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that can go wrong over the holidays, with the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a rising phenomenon among large brands, particularly for the holiday campaign season.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since videos created using generative AI are susceptible to degrade the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about job displacement in the advertising sector, with some commenters noting it might reduce opportunities for actors.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "seven weeks" and involved producing "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have also encountered criticism for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The incident highlights the evolving conversation within the advertising and production industries about the trade-off between new tools and creative integrity.
