The global fast-food chain has taken down a holiday commercial made using AI following receiving significant online backlash.
The 45-second film was produced with the help of generative AI clips and was originally published publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This moment represents an key lesson as we examine the effective application of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly during the holidays, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI tools have become a rising trend among large corporations, especially for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since segments produced with generative AI are prone to degrade the more extended they are, the majority of such clips tend to be about short in length.
- Industry Concerns: The video also provoked fears about the replacement of human roles in the advertising industry, with some commenters stating it could affect work for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the creation required "seven weeks" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't an AI gimmick," she said. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, other businesses have likewise faced criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident underscores the continuing conversation within the marketing and creative sectors about the balance between technological innovation and audience reception.