The global fast-food chain has pulled a Christmas advertisement produced with AI following facing widespread public disapproval.
The short film was produced using AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the commercial. A number of labeled it "disturbing" and "jarringly assembled".
"This moment is an key learning as we explore the proper utilization of AI," commented a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that often go badly during the festive season, with the tagline "the worst time of the year".
The Movement of AI in Advertising
Adverts that incorporate generative AI have become a increasing trend among prominent corporations, particularly for the holiday period.
- Coca-Cola has recently launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since segments produced using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the production industry, with some commenters stating it could negatively impact opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "countless iterations" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a significant "positive feedback" from viewers.
However, several companies have likewise received backlash for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The incident illustrates the evolving discussion within the marketing and creative industries about the balance between new tools and audience reception.
