The global fast-food chain has taken down a holiday commercial created using Artificial Intelligence following facing widespread public disapproval.
The short spot was produced with the help of AI video tools and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. Many called it "creepy" and "jarringly assembled".
"This incident serves as an important learning as we investigate the appropriate application of Artificial Intelligence," stated a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that can go wrong during the holidays, under the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI-created content have become a rising trend among large companies, particularly for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since videos produced using current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be only short in length.
- Industry Concerns: The video also provoked concerns about automation in the production industry, with some observers noting it might affect work for camera crews.
Defense from the Creators
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, other businesses have also faced criticism for using the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The incident underscores the ongoing discussion within the advertising and creative industries about the balance between technological innovation and audience reception.
