The global fast-food chain has removed a Christmas advert made via Artificial Intelligence after encountering widespread online backlash.
The short ad was developed using AI video tools and was first published online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the film. A number of described it as "uncanny" and "poorly edited".
"This experience serves as an key lesson as we investigate the appropriate application of generative technology," commented a spokesperson from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various things that can go wrong over the holidays, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Commercials that include AI tools have emerged as a increasing trend among prominent companies, particularly for the Christmas season.
- Coca-Cola has also launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos made with generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the production sector, with some commenters stating it might reduce work for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the creation required "seven weeks" and involved producing "numerous versions" which were then shaped afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, several companies have also received backlash for using the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident illustrates the evolving debate within the advertising and production industries about the trade-off between new tools and audience reception.
