The global fast-food chain has pulled a Christmas advert created using AI after facing widespread online backlash.
The brief ad was produced using AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the commercial. A number of described it as "uncanny" and "jarringly assembled".
"This incident represents an key learning as we explore the proper application of generative technology," commented a statement from the company.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that can go wrong during the holidays, using the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Commercials that feature AI tools have become a increasing trend among large corporations, notably for the holiday season.
- Coca-Cola has similarly released back-to-back AI-created Christmas ads.
- Inherent Limitations: Since clips produced using generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the creative industry, with some commenters noting it might reduce opportunities for actors.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the development required "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a significant "positive sentiment rating" from viewers.
However, various brands have also received backlash for employing AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident highlights the evolving debate within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
