The global fast-food chain has taken down a Christmas advert created with Artificial Intelligence following facing significant online backlash.
The brief film was developed via generative AI clips and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media criticized the use of AI in the advert. Several described it as "disturbing" and "jarringly assembled".
"This moment serves as an key learning as we examine the proper utilization of AI," commented a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that can go wrong during the holidays, using the slogan "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that feature generative AI have become a rising trend among large companies, especially for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-created holiday ads.
- Technical Challenges: Because segments created with current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The video also sparked fears about job displacement in the advertising industry, with some critics stating it might affect opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis achieved a significant "positive feedback" from the public.
However, various brands have also faced scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode illustrates the evolving discussion within the marketing and production sectors about the balance between technological innovation and audience reception.
