McDonald's has pulled a Christmas commercial made with Artificial Intelligence after receiving significant online backlash.
The 45-second film was created via generative AI clips and was first published publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. Several described it as "creepy" and "poorly edited".
"This incident is an valuable lesson as we explore the proper application of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that often go badly over the Christmas break, using the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI-created content have emerged as a growing trend among large brands, notably for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-created holiday commercials.
- Technical Challenges: Since videos made using current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also raised fears about job displacement in the production sector, with some commenters stating it might reduce work for production staff.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development required "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," she commented. "The result was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a 61% "positive sentiment rating" from the public.
However, other businesses have likewise received criticism for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The episode underscores the evolving conversation within the advertising and production industries about the trade-off between technological innovation and audience reception.