The global fast-food chain has removed a Christmas advert made using Artificial Intelligence after receiving significant online backlash.
The short film was developed via AI video tools and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media lambasted the implementation of AI in the commercial. Several labeled it "disturbing" and "awkwardly stitched together".
"This moment is an important lesson as we examine the effective utilization 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 a series of things that often go badly over the Christmas break, using the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Campaigns that feature AI tools have become a increasing phenomenon among major brands, notably for the Christmas period.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips produced using generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked worries about automation in the production sector, with some commenters stating it might affect opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
She stated, the development required "seven weeks" and involved generating "countless iterations" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received scrutiny for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "uncanny".
The episode illustrates the continuing conversation within the advertising and production industries about the trade-off between new tools and creative integrity.
