The global fast-food chain has pulled a Christmas advert created with generative AI after encountering significant public disapproval.
The short film was produced with the help of AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, viewers on social media lambasted the employment of AI in the advert. A number of described it as "disturbing" and "jarringly assembled".
"This incident represents an key lesson as we explore the proper utilization of AI," stated a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that often go badly over the festive season, using the slogan "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that feature AI tools have become a growing phenomenon among large brands, especially for the holiday period.
- Coca-Cola has recently released consecutive AI-generated Christmas ads.
- Technical Challenges: Since clips made using generative AI are prone to become unstable 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 fears about the replacement of human roles in the production industry, with some commenters noting it could negatively impact work for actors.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an experiment," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a significant "positive feedback" from online commenters.
However, various brands have also received scrutiny for employing the technique in marketing. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The incident underscores the continuing discussion within the marketing and creative sectors about the balance between technological innovation and audience reception.
