McDonald's Pulls Artificial Intelligence Holiday Commercial In the Wake of Online Criticism.
The global fast-food chain has taken down a Christmas advert created with AI following facing significant public disapproval.
The brief film was created via AI-generated video and was initially published publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This experience represents an valuable lesson as we explore the effective application of AI," commented a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong during the Christmas break, using the theme "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that include AI-created content have emerged as a growing phenomenon among prominent companies, notably for the holiday period.
- Coca-Cola has also released back-to-back AI-created Christmas ads.
- Technical Challenges: Since segments made using current AI video tools are more likely to distort 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 job displacement in the production industry, with some commenters pointing out it might negatively impact opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, various brands have likewise received criticism for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The incident illustrates the continuing discussion within the marketing and creative sectors about the balance between technological innovation and creative integrity.
