McDonald's has pulled a Christmas advert made via Artificial Intelligence following receiving considerable online backlash.
The short film was developed via generative AI clips and was initially released publicly for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This incident serves as an valuable lesson as we investigate the appropriate application of generative technology," said a statement from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry during the Christmas break, under the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Commercials that include generative AI have emerged as a growing phenomenon among large brands, especially for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-created holiday commercials.
- Technical Challenges: As segments made using current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the production sector, with some commenters pointing out it might negatively impact opportunities for actors.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved generating "thousands of takes" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, other businesses have also faced backlash for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The incident highlights the continuing conversation within the marketing and production sectors about the balance between technological innovation and creative integrity.
