The global fast-food chain has pulled a Christmas commercial created using AI following facing widespread online backlash.
The 45-second spot was produced with the help of generative AI clips and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, commenters criticized the implementation of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This moment serves as an valuable learning as we examine the effective application of AI," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that can go wrong over the festive season, with the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a growing phenomenon among major companies, particularly for the holiday season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Technical Challenges: Because videos made using current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about automation in the creative sector, with some commenters pointing out it might reduce opportunities for camera crews.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive feedback" from the public.
However, other businesses have likewise received scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The episode underscores the ongoing debate within the marketing and creative industries about the balance between technological innovation and audience reception.
