The global fast-food chain has pulled a holiday advertisement made via Artificial Intelligence after facing considerable online backlash.
The short film was produced via generative AI clips and was initially released online for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the commercial. Several called it "uncanny" and "awkwardly stitched together".
"This moment serves as an valuable lesson as we explore the effective use of generative technology," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong over the Christmas break, using the slogan "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that include AI tools have become a growing trend among large brands, notably for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because clips made using current AI video tools are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the production sector, with some critics noting it could reduce opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-generated campaigns has been divisive.
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 received criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The situation underscores the evolving discussion within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
