The global fast-food chain has taken down a Christmas advert made using Artificial Intelligence following facing considerable criticism on social media.
The 45-second spot was produced using generative AI clips and was first released online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This experience represents an important learning as we investigate the appropriate utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong during the holidays, using the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that feature generative AI have become a increasing trend among prominent brands, notably for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-created Christmas ads.
- Technical Challenges: Since videos made with current AI video tools are prone to become unstable the longer they run, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the advertising sector, with some critics stating it might affect opportunities for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a 61% "positive feedback" from viewers.
However, various brands have likewise faced criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The situation highlights the ongoing debate within the advertising and creative sectors about the trade-off between technological innovation and audience reception.
