McDonald's has pulled a Christmas advert made via Artificial Intelligence following facing widespread online backlash.
The 45-second spot was developed via AI video tools and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters denounced the use of AI in the commercial. Many described it as "uncanny" and "awkwardly stitched together".
"This experience represents an key learning as we investigate the proper utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the holidays, under the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate AI-created content have become a rising phenomenon among prominent brands, particularly for the Christmas season.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Technical Challenges: As segments made with current AI video tools are prone to degrade the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the creative sector, with some observers pointing out it could affect opportunities for production staff.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "seven weeks" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand according to analysis achieved a significant "positive feedback" from the public.
However, various brands have also encountered backlash for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The incident illustrates the continuing discussion within the advertising and creative industries about the balance between technological innovation and audience reception.
