McDonald's Netherlands Takes Down AI-Created Holiday Commercial Following Public Outcry.
The global fast-food chain has taken down a holiday commercial produced using Artificial Intelligence after facing significant public disapproval.
The 45-second film was developed with the help of AI video tools and was originally uploaded online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the advert. Many described it as "uncanny" and "awkwardly stitched together".
"This moment represents an key lesson as we examine the proper use of AI," stated a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong over the Christmas break, with the slogan "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI-created content have become a rising trend among large corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since segments produced with current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about automation in the creative industry, with some observers pointing out it could affect opportunities for production staff.
Response from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly received a 61% "favorable response" from the public.
However, other businesses have also faced criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The situation underscores the continuing debate within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
