The global fast-food chain has removed a Christmas advertisement made with Artificial Intelligence following encountering significant online backlash.
The short ad was produced via generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, audiences online criticized the implementation of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This moment serves as an key learning as we examine the proper utilization of AI," stated a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that often go badly during the festive season, with the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI tools have emerged as a growing trend among large companies, especially for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-generated holiday commercials.
- Technical Challenges: As videos made using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the creative sector, with some commenters noting it might negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the development required "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "just as we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis garnered a significant "favorable response" from the public.
However, various brands have likewise received criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The incident illustrates the evolving debate within the advertising and production sectors about the balance between technological innovation and audience reception.
