McDonald's has pulled a Christmas advert made via AI following receiving considerable online backlash.
The 45-second spot was produced via AI-generated video and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Shortly after its release, commenters lambasted the use of AI in the commercial. Several called it "creepy" and "awkwardly stitched together".
"This incident is an valuable learning as we examine the appropriate application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that might go awry during the Christmas break, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Commercials that include AI tools have emerged as a growing trend among large companies, notably for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-created Christmas ads.
- Technical Challenges: Because segments created using current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the production sector, with some critics pointing out it could reduce work for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved generating "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly achieved a significant "favorable response" from online commenters.
However, several companies have also received scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The episode highlights the ongoing conversation within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
