The global fast-food chain has pulled a Christmas advertisement produced with AI following receiving widespread online backlash.
The brief ad was created via AI-generated video and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, commenters lambasted the employment of AI in the commercial. A number of called it "uncanny" and "poorly edited".
"This moment represents an important lesson as we examine the effective use of Artificial Intelligence," commented a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that might go awry during the holidays, using the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Campaigns that feature generative AI have emerged as a increasing trend among major brands, especially for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: As videos created with generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the creative sector, with some observers stating it might affect work for camera crews.
Response from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the development required "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, other businesses have likewise encountered criticism for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The episode highlights the evolving conversation within the advertising and production industries about the balance between technological innovation and audience reception.
