The global fast-food chain has removed a Christmas commercial made via AI after facing significant criticism on social media.
The brief film was produced using generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, audiences online denounced the use of AI in the commercial. A number of labeled it "uncanny" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the proper use of generative technology," commented a spokesperson from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that can go wrong over the Christmas break, using the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Adverts that include AI-created content have emerged as a rising phenomenon among prominent companies, particularly for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: Because segments produced with generative AI are susceptible to degrade the longer they run, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also provoked concerns about automation in the advertising sector, with some observers stating it might affect opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process took "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't an experiment," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, several companies have also encountered scrutiny for using AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The episode highlights the continuing debate within the marketing and creative sectors about the trade-off between new tools and human craftsmanship.
