The global fast-food chain has pulled a Christmas advert made via AI after encountering considerable online backlash.
The short film was produced using AI video tools and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience is an key lesson as we examine the proper application of AI," said a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that might go awry during the festive season, under the tagline "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Commercials that include AI tools have emerged as a increasing phenomenon among prominent companies, particularly for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: As videos made with generative AI are more likely to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also raised fears about automation in the creative industry, with some critics stating it might affect work for actors.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the production process required "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a 61% "favorable response" from viewers.
However, several companies have also faced criticism for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The episode illustrates the ongoing conversation within the marketing and production sectors about the trade-off between technological innovation and human craftsmanship.
