McDonald's Pulls Artificial Intelligence Holiday Commercial Following Backlash.
The global fast-food chain has removed a Christmas advertisement produced using Artificial Intelligence following facing widespread online backlash.
The 45-second ad was created via AI-generated video and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Soon after it aired, audiences online criticized the use of AI in the film. Many described it as "disturbing" and "jarringly assembled".
"This moment represents an valuable learning as we investigate the appropriate utilization of AI," commented a statement from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that often go badly during the festive season, using 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 major brands, notably for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: Because clips created using generative AI are prone to become unstable the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the creative sector, with some observers stating it could affect opportunities for production staff.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "seven weeks" and involved generating "numerous versions" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she commented. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from the public.
However, various brands have likewise encountered criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The situation highlights the evolving conversation within the marketing and production industries about the balance between AI efficiency and audience reception.