The global fast-food chain has taken down a Christmas commercial made using AI after receiving significant criticism on social media.
The 45-second spot was developed with the help of AI-generated video and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, audiences online criticized the use of AI in the commercial. Several called it "disturbing" and "jarringly assembled".
"This incident is an key lesson as we investigate the appropriate utilization of generative technology," commented a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that might go awry over the festive season, using the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Campaigns that incorporate AI tools have become a increasing phenomenon among major corporations, especially for the holiday campaign season.
- Coca-Cola has similarly released back-to-back AI-created Christmas ads.
- Technical Challenges: As clips created using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked fears about automation in the creative sector, with some critics noting it might affect opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved creating "countless iterations" which were then shaped in post-production "in the same way we would on any traditional production".
"This was not an experiment," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly achieved a 61% "positive sentiment rating" from the public.
However, various brands have likewise received criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation highlights the ongoing conversation within the marketing and production industries about the balance between technological innovation and creative integrity.
