The global fast-food chain has removed a Christmas commercial made via Artificial Intelligence after facing significant online backlash.
The brief spot was created using AI video tools and was initially uploaded online for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the commercial. Many called it "creepy" and "jarringly assembled".
"This incident is an valuable lesson as we investigate the effective use of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various things that often go badly over the holidays, under the slogan "the worst time of the year".
The Movement of AI in Advertising
Adverts that feature generative AI have emerged as a growing phenomenon among major companies, particularly for the Christmas season.
- Coca-Cola has recently released back-to-back AI-generated holiday commercials.
- Inherent Limitations: As videos created using current AI video tools are prone to become unstable the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised worries about job displacement in the creative sector, with some critics stating it could reduce opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, defended the project.
She stated, the creation required "over a month and a half" and involved generating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly garnered a significant "positive feedback" from viewers.
However, various brands have likewise faced scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The episode illustrates the evolving debate within the marketing and creative industries about the balance between new tools and audience reception.
