The global fast-food chain has pulled a Christmas commercial created via Artificial Intelligence following facing significant online backlash.
The brief film was created using AI video tools and was first released online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Soon after it aired, commenters denounced the use of AI in the commercial. A number of called it "disturbing" and "jarringly assembled".
"This incident serves as an important lesson as we explore the proper utilization of Artificial Intelligence," stated a spokesperson from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that can go wrong over the festive season, under the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have emerged as a growing trend among major brands, particularly for the holiday period.
- Another beverage giant has recently launched consecutive AI-generated holiday ads.
- Technical Challenges: Since videos made using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The ad also raised fears about automation in the production industry, with some observers noting it could negatively impact opportunities for actors.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the development took "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis received a 61% "favorable response" from online commenters.
However, various brands have also faced backlash for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The episode underscores the evolving conversation within the marketing and creative industries about the balance between new tools and audience reception.
