The global fast-food chain has removed a Christmas advertisement created using Artificial Intelligence following encountering widespread public disapproval.
The 45-second ad was created via AI video tools and was originally uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters criticized the implementation of AI in the film. Several described it as "disturbing" and "jarringly assembled".
"This experience is an key lesson as we investigate the appropriate utilization of AI," commented a statement from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that can go wrong during the festive season, with the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate AI-created content have become a growing trend among prominent brands, particularly for the Christmas season.
- Another beverage giant has similarly released back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos made with generative AI are susceptible to become unstable the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The video also provoked worries about job displacement in the production sector, with some critics stating it might reduce opportunities for camera crews.
Defense from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a significant "favorable response" from the public.
However, other businesses have also received backlash for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The episode highlights the continuing conversation within the marketing and creative sectors about the trade-off between technological innovation and audience reception.
