The global fast-food chain has taken down a Christmas commercial produced using Artificial Intelligence after receiving widespread online backlash.
The 45-second film was developed with the help of AI video tools and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the film. Several labeled it "creepy" and "awkwardly stitched together".
"This experience serves as an important learning as we explore the appropriate application of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry over the festive season, using the theme "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that include AI tools have become a rising phenomenon among prominent corporations, particularly for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: As videos produced using current AI video tools are more likely to degrade the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the creative sector, with some observers noting it could negatively impact opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from the public.
However, various brands have likewise encountered criticism for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The incident underscores the continuing discussion within the marketing and creative industries about the balance between technological innovation and audience reception.
