The global fast-food chain has pulled a Christmas advertisement made via Artificial Intelligence after receiving significant criticism on social media.
The brief film was produced with the help of AI-generated video and was first published online for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, commenters lambasted the employment of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This experience is an valuable lesson as we examine the proper utilization of AI," commented a representative from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that can go wrong over the Christmas break, using the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that include generative AI have emerged as a growing phenomenon among prominent brands, notably for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Since segments produced using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the advertising sector, with some critics pointing out it could negatively impact opportunities for actors.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
According to her, the creation took "seven weeks" and involved creating "countless iterations" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, other businesses have likewise faced scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The episode underscores the evolving debate within the advertising and production industries about the balance between new tools and audience reception.
