The global fast-food chain has removed a Christmas advertisement made via Artificial Intelligence after receiving considerable online backlash.
The 45-second spot was produced using AI-generated video and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Shortly after its release, commenters denounced the implementation of AI in the film. Many described it as "creepy" and "poorly edited".
"This experience is an key learning as we investigate the appropriate utilization of generative technology," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that often go badly over the festive season, with the theme "the worst time of the year".
The Movement of AI Commercials
Commercials that incorporate AI tools have emerged as a rising phenomenon among prominent corporations, especially for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos made with generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the advertising sector, with some observers pointing out it might affect work for production staff.
Defense from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "seven weeks" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise received criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The incident underscores the continuing conversation within the advertising and creative industries about the balance between new tools and audience reception.
