The global fast-food chain has pulled a Christmas commercial made using AI after encountering considerable online backlash.
The 45-second spot was produced via AI-generated video and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the film. Many called it "disturbing" and "jarringly assembled".
"This moment is an important learning as we investigate the appropriate utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly over the Christmas break, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Adverts that include generative AI have become a growing trend among major corporations, especially for the Christmas period.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Inherent Limitations: Since clips created with current AI video tools are more likely to degrade the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the creative industry, with some critics pointing out it could reduce opportunities for actors.
Defense from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an experiment," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a 61% "positive sentiment rating" from viewers.
However, several companies have also encountered scrutiny for using the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode highlights the evolving discussion within the marketing and production industries about the trade-off between technological innovation and creative integrity.