The global fast-food chain has removed a Christmas advertisement produced via AI following facing significant public disapproval.
The short film was produced with the help of generative AI clips and was initially published online for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, audiences online denounced the use of AI in the film. A number of called it "uncanny" and "jarringly assembled".
"This experience serves as an valuable lesson as we examine the effective use of generative technology," stated a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry during the holidays, using the theme "the worst time of the year".
The Trend of AI-Generated Ads
Campaigns that incorporate AI-created content have emerged as a rising phenomenon among prominent companies, notably for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Because segments produced with current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the creative sector, with some critics pointing out it might negatively impact work for production staff.
Response from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the production process required "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "just as we would on any traditional production".
"This was not an AI trick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis achieved a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The situation illustrates the evolving debate within the advertising and production industries about the balance between new tools and audience reception.
