The global fast-food chain has pulled a Christmas advert produced via Artificial Intelligence after receiving widespread online backlash.
The brief film was developed via generative AI clips and was first published online for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the advert. Several described it as "disturbing" and "jarringly assembled".
"This incident represents an key learning as we investigate the proper use of Artificial Intelligence," said a spokesperson from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong during the holidays, under the theme "the most terrible time of the year".
The Trend of AI Commercials
Commercials that incorporate AI-created content have become a increasing trend among major brands, notably for the Christmas period.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Since segments created with current AI video tools are prone to degrade the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also raised worries about automation in the advertising industry, with some commenters pointing out it might affect opportunities for production staff.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development took "seven weeks" and involved producing "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This wasn't just an experiment," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, various brands have also received backlash for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The episode illustrates the ongoing discussion within the marketing and creative industries about the balance between new tools and human craftsmanship.
