The global fast-food chain has pulled a Christmas advert produced via Artificial Intelligence following receiving widespread online backlash.
The brief ad was produced with the help of generative AI clips and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the advert. Several labeled it "disturbing" and "poorly edited".
"This moment serves as an valuable learning as we explore the proper use of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that can go wrong during the Christmas break, under the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Adverts that incorporate AI tools have become a growing phenomenon among large companies, especially for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments produced using generative AI are prone to degrade the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the production industry, with some commenters stating it might negatively impact work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the creation took "seven weeks" and involved generating "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This was not an AI gimmick," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from online commenters.
However, various brands have also faced criticism for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The situation underscores the continuing conversation within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
