The global fast-food chain has pulled a holiday advert made via Artificial Intelligence after encountering widespread public disapproval.
The 45-second ad was produced via AI video tools and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the film. Many called it "uncanny" and "awkwardly stitched together".
"This incident serves as an key learning as we explore the effective utilization of AI," stated a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the festive season, under the slogan "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Campaigns that include AI-created content have become a growing phenomenon among large brands, notably for the Christmas season.
- Coca-Cola has also released consecutive AI-created Christmas ads.
- Technical Challenges: As videos produced using current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also sparked concerns about job displacement in the advertising industry, with some commenters stating it might affect opportunities for actors.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved creating "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise received backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The situation underscores the continuing conversation within the marketing and creative industries about the trade-off between new tools and creative integrity.
