The global fast-food chain has taken down a Christmas commercial created via AI following receiving widespread online backlash.
The 45-second ad was produced with the help of AI-generated video and was initially published publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, viewers on social media lambasted the use of AI in the advert. Many called it "disturbing" and "awkwardly stitched together".
"This incident is an key lesson as we examine the appropriate application of AI," commented a statement from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that can go wrong during the festive season, under the tagline "the worst time of the year".
A Growing Movement of AI Commercials
Adverts that include AI tools have become a rising phenomenon among major brands, especially for the Christmas season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos produced using generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also provoked worries about the replacement of human roles in the advertising industry, with some observers stating it might negatively impact opportunities for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "countless iterations" which were then edited in post-production "in the same way we would on any high-craft production".
"This was not an experiment," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, various brands have likewise received backlash for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The incident underscores the evolving conversation within the advertising and creative sectors about the balance between new tools and audience reception.
