The global fast-food chain has removed a holiday advertisement produced via AI after encountering significant online backlash.
The 45-second film was produced via AI-generated video and was originally released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the film. Several described it as "creepy" and "jarringly assembled".
"This moment represents an key learning as we explore the appropriate utilization of Artificial Intelligence," stated a statement from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that can go wrong over the festive season, under the slogan "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Campaigns that feature AI tools have emerged as a increasing phenomenon among large companies, particularly for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-created holiday commercials.
- Technical Challenges: Since clips created using current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also raised concerns about automation in the advertising industry, with some observers noting it could affect opportunities for production staff.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an experiment," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have also faced criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The incident underscores the evolving discussion within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
