The global fast-food chain has removed a Christmas advert created with Artificial Intelligence after encountering widespread criticism on social media.
The short ad was produced with the help of AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media denounced the implementation of AI in the advert. Several labeled it "creepy" and "jarringly assembled".
"This incident represents an valuable learning as we examine the appropriate use of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that might go awry over the festive season, with the slogan "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that include AI-created content have become a increasing phenomenon among prominent companies, especially for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Technical Challenges: Because videos produced using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about the replacement of human roles in the advertising industry, with some commenters pointing out it might negatively impact work for production staff.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly received a significant "favorable response" from online commenters.
However, various brands have likewise encountered backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The incident illustrates the evolving conversation within the marketing and production industries about the balance between AI efficiency and audience reception.
