The global fast-food chain has taken down a Christmas advert produced via Artificial Intelligence after encountering widespread online backlash.
The short ad was produced with the help of generative AI clips and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the film. Many called it "uncanny" and "jarringly assembled".
"This experience is an key learning as we explore the proper use of AI," stated a representative from the company.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that might go awry over the festive season, under the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that include AI tools have become a growing trend among large companies, especially for the holiday season.
- Another beverage giant has recently released back-to-back AI-created holiday ads.
- Technical Challenges: Because segments created with current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about job displacement in the production industry, with some commenters stating it could negatively impact work for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "over a month and a half" and involved producing "numerous versions" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from the public.
However, several companies have also faced scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The episode highlights the continuing debate within the marketing and creative sectors about the trade-off between technological innovation and creative integrity.
