The global fast-food chain has pulled a holiday commercial made via AI following encountering significant online backlash.
The brief film was developed with the help of AI video tools and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters criticized the employment of AI in the advert. Many described it as "uncanny" and "awkwardly stitched together".
"This experience represents an key learning as we explore the effective utilization of generative technology," stated a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that can go wrong over the Christmas break, with the theme "the most terrible time of the year".
The Trend of AI-Generated Ads
Adverts that feature generative AI have become a growing phenomenon among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: Because segments created using current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the advertising sector, with some observers pointing out it might negatively impact opportunities for camera crews.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "We consider it a film."
Mixed Public Reception
While the McDonald's commercial was largely panned, the response for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, various brands have also faced criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The episode underscores the evolving debate within the marketing and production sectors about the trade-off between technological innovation and audience reception.
