The global fast-food chain has pulled a holiday advertisement made with Artificial Intelligence after encountering significant online backlash.
The 45-second spot was developed using generative AI clips and was first published publicly for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Soon after it aired, audiences online lambasted the employment of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an key learning as we explore the appropriate use of Artificial Intelligence," said a statement from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that can go wrong during the Christmas break, using the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that incorporate AI-created content have become a rising phenomenon among large companies, especially for the holiday period.
- Another beverage giant has recently released consecutive AI-created Christmas commercials.
- Technical Challenges: As clips made using current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the creative sector, with some critics stating it might affect opportunities for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the creation required "over a month and a half" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This was not an AI gimmick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from another major brand reportedly garnered a significant "positive feedback" from online commenters.
However, several companies have also received backlash for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The episode underscores the evolving discussion within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
