The global fast-food chain has pulled a holiday advert made via Artificial Intelligence after receiving widespread criticism on social media.
The 45-second spot was developed using AI video tools and was originally uploaded online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, audiences online criticized the implementation of AI in the advert. A number of called it "disturbing" and "awkwardly stitched together".
"This incident represents an key lesson as we explore the appropriate utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that often go badly during the holidays, using the theme "the worst time of the year".
A Growing Trend of AI Commercials
Campaigns that include AI tools have emerged as a rising trend among major brands, especially for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-created Christmas commercials.
- Technical Challenges: Since segments produced with current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the production industry, with some observers stating it might reduce opportunities for production staff.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process required "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis received a significant "positive feedback" from online commenters.
However, several companies have likewise encountered criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The incident underscores the evolving conversation within the marketing and creative industries about the trade-off between technological innovation and audience reception.
