The global fast-food chain has pulled a Christmas commercial made using generative AI after receiving widespread online backlash.
The 45-second spot was created using AI video tools and was originally released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, commenters lambasted the employment of AI in the commercial. A number of called it "creepy" and "awkwardly stitched together".
"This incident is an valuable lesson as we investigate the proper use of AI," said a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly over the Christmas break, using the slogan "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that feature AI-created content have emerged as a rising trend among prominent brands, especially for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Technical Challenges: Since segments produced with current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the production sector, with some critics pointing out it might reduce work for camera crews.
Defense from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the development took "seven weeks" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, other businesses have also received backlash for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident highlights the continuing debate within the advertising and creative sectors about the trade-off between technological innovation and audience reception.
