The global fast-food chain has pulled a holiday commercial made with Artificial Intelligence after facing considerable criticism on social media.
The 45-second ad was produced with the help of generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online criticized the implementation of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This moment represents an important lesson as we examine the effective application of Artificial Intelligence," stated a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that often go badly over the Christmas break, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a rising phenomenon among prominent brands, especially for the Christmas period.
- Coca-Cola has recently launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos created using current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the creative industry, with some commenters noting it could reduce opportunities for actors.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, defended the project.
According to her, the creation required "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a 61% "positive feedback" from viewers.
However, several companies have likewise received scrutiny for using AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the continuing debate within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
