The global fast-food chain has pulled a Christmas advertisement made with Artificial Intelligence following encountering widespread public disapproval.
The short ad was developed with the help of generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online criticized the use of AI in the advert. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident is an key lesson as we explore the proper use of generative technology," stated a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly during the holidays, under the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI-created content have become a growing phenomenon among prominent brands, especially for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: As videos created with current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the creative industry, with some critics pointing out it could affect work for production staff.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a 61% "positive feedback" from viewers.
However, various brands have also faced criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "uncanny".
The episode highlights the evolving debate within the advertising and creative sectors about the balance between technological innovation and audience reception.
