The global fast-food chain has taken down a Christmas advertisement made using Artificial Intelligence following receiving significant public disapproval.
The 45-second film was produced with the help of generative AI clips and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, audiences online criticized the employment of AI in the commercial. Many labeled it "creepy" and "awkwardly stitched together".
"This moment represents an important learning as we examine the appropriate use of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that might go awry over the festive season, using the theme "the most terrible time of the year".
The Movement of AI in Advertising
Adverts that feature AI tools have become a rising phenomenon among prominent brands, particularly for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since videos created with current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the production sector, with some critics pointing out it could affect work for camera crews.
Defense from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
According to her, the production process required "over a month and a half" and involved creating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand reportedly garnered a 61% "favorable response" from the public.
However, other businesses have also faced backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The episode highlights the evolving debate within the advertising and creative sectors about the balance between AI efficiency and audience reception.
