The global fast-food chain has pulled a Christmas commercial produced with AI after encountering widespread online backlash.
The short film was developed with the help of AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters denounced the use of AI in the commercial. A number of called it "creepy" and "poorly edited".
"This moment represents an important learning as we investigate the appropriate use of Artificial Intelligence," commented a representative from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly during the holidays, using the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that feature generative AI have become a growing trend among major brands, particularly for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since clips produced using generative AI are prone to distort the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the advertising industry, with some commenters stating it might reduce opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "countless iterations" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, several companies have also faced backlash for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The incident underscores the ongoing discussion within the advertising and creative industries about the trade-off between new tools and creative integrity.
