The global fast-food chain has pulled a Christmas advert created via AI following facing considerable online backlash.
The 45-second ad was developed using AI-generated video and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters criticized the employment of AI in the commercial. Several described it as "creepy" and "poorly edited".
"This experience is an key learning as we investigate the effective utilization of AI," stated a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry during the Christmas break, under the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a growing trend among prominent corporations, particularly for the holiday season.
- Coca-Cola has also released consecutive AI-created Christmas ads.
- Technical Challenges: As segments made with current AI video tools are more likely to become unstable the more extended they are, most such clips tend to be about short in length.
- Industry Concerns: The ad also provoked worries about the replacement of human roles in the creative industry, with some observers pointing out it could negatively impact work for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly received a 61% "favorable response" from viewers.
However, several companies have also received scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The situation underscores the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and audience reception.
