McDonald's Netherlands Pulls AI-Created Christmas Ad In the Wake of Public Outcry.
McDonald's has removed a holiday commercial produced with AI after encountering widespread online backlash.
The brief ad was created with the help of AI video tools and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, commenters lambasted the employment of AI in the commercial. Several described it as "uncanny" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the effective utilization of generative technology," commented a representative from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly over the holidays, under the slogan "the worst time of the year".
The Trend of AI Commercials
Adverts that incorporate AI-created content have emerged as a growing phenomenon among large companies, particularly for the holiday period.
- Coca-Cola has recently released consecutive AI-created holiday ads.
- Technical Challenges: Since segments made using current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also provoked worries about automation in the production industry, with some observers pointing out it might negatively impact work for actors.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
She stated, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "in the same way we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis received a significant "positive feedback" from viewers.
However, several companies have also received backlash for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The situation illustrates the ongoing conversation within the advertising and creative industries about the balance between technological innovation and creative integrity.