The global fast-food chain has taken down a Christmas advertisement created with Artificial Intelligence after receiving widespread public disapproval.
The 45-second spot was created with the help of AI-generated video and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the film. Several labeled it "creepy" and "poorly edited".
"This moment is an important learning as we investigate the proper application of AI," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that often go badly over the holidays, with the slogan "the worst time of the year".
The Trend of AI in Advertising
Adverts that incorporate generative AI have become a rising phenomenon among prominent corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: As videos produced with current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked fears about automation in the creative sector, with some critics noting it could negatively impact opportunities for camera crews.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly received a significant "favorable response" from online commenters.
However, several companies have also received backlash for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The incident underscores the ongoing discussion within the marketing and creative industries about the balance between new tools and audience reception.
