The global fast-food chain has pulled a Christmas commercial made via AI after receiving considerable online backlash.
The short ad was developed using AI-generated video and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online criticized the use of AI in the film. Several called it "creepy" and "poorly edited".
"This moment is an key lesson as we examine the appropriate application of AI," said a representative from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong during the Christmas break, with the slogan "the worst time of the year".
A Growing Trend of AI in Advertising
Campaigns that include AI tools have become a increasing trend among major corporations, especially for the holiday period.
- Another beverage giant has also released consecutive AI-generated holiday commercials.
- Technical Challenges: Because clips created with generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the advertising sector, with some critics noting it might negatively impact opportunities for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This wasn't an AI trick," she commented. "It was a film."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis received a significant "favorable response" from online commenters.
However, various brands have likewise received backlash for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The episode underscores the continuing debate within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
