The global fast-food chain has removed a Christmas advert made via Artificial Intelligence after receiving widespread criticism on social media.
The short ad was produced with the help of AI-generated video and was first published publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the implementation of AI in the advert. Many described it as "creepy" and "awkwardly stitched together".
"This experience represents an key learning as we examine the proper application of AI," commented a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly during the Christmas break, using the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Campaigns that include AI tools have emerged as a rising phenomenon among major corporations, particularly for the holiday season.
- Another beverage giant has recently released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because segments produced using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also sparked worries about automation in the production sector, with some observers noting it might negatively impact opportunities for actors.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, other businesses have also encountered backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode underscores the continuing discussion within the advertising and production industries about the balance between technological innovation and human craftsmanship.
