The global fast-food chain has pulled a Christmas commercial created with Artificial Intelligence following encountering considerable criticism on social media.
The brief film was developed via generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online lambasted the implementation of AI in the film. A number of called it "creepy" and "poorly edited".
"This experience is an valuable learning as we investigate the effective use of AI," commented a representative from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that might go awry over the festive season, under the tagline "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that feature AI tools have emerged as a rising trend among prominent companies, especially for the Christmas period.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Technical Challenges: Because videos produced with current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about job displacement in the advertising sector, with some observers stating it could negatively impact opportunities for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the production process took "seven weeks" and involved generating "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly received a significant "favorable response" from online commenters.
However, other businesses have also faced backlash for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident illustrates the ongoing discussion within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
