The global fast-food chain has pulled a holiday advertisement created with AI following receiving considerable online backlash.
The short film was produced using generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the film. Several labeled it "creepy" and "poorly edited".
"This moment represents an key learning as we explore the proper use of generative technology," said a statement from the company.
The commercial was created 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 holidays, with the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Campaigns that feature AI-created content have become a growing phenomenon among major corporations, particularly for the Christmas season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Inherent Limitations: As clips made using generative AI are prone to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about job displacement in the advertising industry, with some critics stating it might reduce work for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the creation required "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "just as we would on any traditional production".
"This was not an AI trick," she said. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis received a significant "positive sentiment rating" from viewers.
However, several companies have also encountered backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The situation highlights the ongoing debate within the advertising and production industries about the balance between new tools and audience reception.
