The global fast-food chain has pulled a Christmas commercial created using generative AI after encountering widespread online backlash.
The brief film was produced via generative AI clips and was originally 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 use of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This incident represents an important learning as we explore the proper application of AI," commented a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that often go badly over the festive season, under the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Adverts that feature AI tools have emerged as a increasing trend among large companies, notably for the holiday season.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: Because segments made using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also provoked worries about the replacement of human roles in the creative sector, with some observers noting it could reduce work for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved generating "countless iterations" which were then crafted afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand according to analysis garnered a significant "positive feedback" from online commenters.
However, several companies have also faced scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The incident underscores the ongoing conversation within the advertising and creative industries about the balance between new tools and human craftsmanship.
