The global fast-food chain has pulled a Christmas commercial made via Artificial Intelligence following facing widespread criticism on social media.
The brief film was produced via AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the implementation of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This moment represents an valuable lesson as we investigate the effective use of AI," said a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly during the Christmas break, with the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that include generative AI have emerged as a growing phenomenon among prominent corporations, particularly for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-created holiday commercials.
- Technical Challenges: Because segments created with current AI video tools are prone to distort the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the production sector, with some observers noting it could negatively impact work for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from online commenters.
However, several companies have likewise encountered criticism for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The incident highlights the evolving conversation within the advertising and production sectors about the trade-off between technological innovation and human craftsmanship.
