The global fast-food chain has removed a Christmas advert produced using Artificial Intelligence following facing widespread criticism on social media.
The brief spot was produced using generative AI clips and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online criticized the use of AI in the advert. Several labeled it "creepy" and "jarringly assembled".
"This incident represents an important learning as we examine the proper utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that might go awry during the festive season, under the theme "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI tools have become a growing phenomenon among major corporations, notably for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since clips created with current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the production sector, with some observers noting it might reduce opportunities for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the development required "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a 61% "positive feedback" from online commenters.
However, other businesses have likewise faced backlash for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The situation highlights the ongoing debate within the marketing and production industries about the trade-off between new tools and audience reception.
