The global fast-food chain has taken down a Christmas advertisement made with generative AI following facing considerable online backlash.
The brief film was developed with the help of AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters criticized the employment of AI in the film. Several described it as "disturbing" and "awkwardly stitched together".
"This experience represents an valuable learning as we explore the appropriate application of AI," said a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that can go wrong during the holidays, with the slogan "the most terrible time of the year".
The Movement of AI in Advertising
Commercials that incorporate AI tools have emerged as a growing phenomenon among large companies, notably for the Christmas period.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Technical Challenges: Since segments produced using current AI video tools are prone to distort the longer they run, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the production sector, with some observers noting it might reduce opportunities for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly garnered a significant "positive sentiment rating" from viewers.
However, other businesses have likewise faced backlash for using the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The incident highlights the evolving debate within the advertising and production industries about the balance between AI efficiency and audience reception.
