The global fast-food chain has taken down a Christmas advert produced with AI following receiving widespread online backlash.
The brief film was produced using AI video tools and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media criticized the use of AI in the film. A number of described it as "disturbing" and "awkwardly stitched together".
"This moment is an key learning as we explore the appropriate application of AI," commented a spokesperson from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that can go wrong during the holidays, with the theme "the worst time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a increasing trend among prominent brands, especially for the holiday season.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Technical Challenges: Since clips produced with current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked fears about job displacement in the advertising industry, with some critics noting it might affect work for production staff.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a significant "favorable response" from viewers.
However, several companies have likewise faced criticism for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The episode illustrates the ongoing debate within the marketing and production industries about the balance between AI efficiency and human craftsmanship.
