The global fast-food chain has pulled a Christmas advert produced using Artificial Intelligence following facing widespread public disapproval.
The 45-second film was developed using AI video tools and was first published online for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, commenters criticized the implementation of AI in the film. Several labeled it "creepy" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the appropriate application of Artificial Intelligence," commented a statement from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various things that might go awry over the holidays, using the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Adverts that incorporate generative AI have emerged as a rising trend among large brands, especially for the holiday season.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Technical Challenges: Because videos created with current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also provoked concerns about the replacement of human roles in the advertising sector, with some critics stating it might reduce work for camera crews.
Defense from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the development took "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an experiment," she commented. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have likewise received backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The episode underscores the ongoing discussion within the advertising and creative industries about the balance between AI efficiency and creative integrity.
