The global fast-food chain has taken down a Christmas advertisement created via AI following facing significant online backlash.
The 45-second ad was produced with the help of AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, viewers on social media criticized the employment of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This experience serves as an important lesson as we explore the effective application of AI," stated a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that often go badly over the Christmas break, under the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Campaigns that feature generative AI have emerged as a growing trend among prominent companies, notably for the holiday season.
- Coca-Cola has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: Because clips made using generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about job displacement in the advertising industry, with some observers noting it could affect opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "over a month and a half" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, other businesses have also encountered criticism for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The situation underscores the ongoing conversation within the marketing and creative industries about the trade-off between new tools and creative integrity.
