McDonald's has pulled a Christmas advert created via AI after encountering considerable online backlash.
The brief ad was developed with the help of AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the implementation of AI in the advert. Several described it as "creepy" and "awkwardly stitched together".
"This moment is an key learning as we explore the appropriate use of generative technology," said a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly over the holidays, using the slogan "the worst time of the year".
The Trend of AI in Advertising
Commercials that include AI-created content have emerged as a increasing phenomenon among large companies, notably for the holiday season.
- Coca-Cola has similarly launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because clips produced with generative AI are prone to distort the more extended they are, most 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 observers pointing out it could affect opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly garnered a significant "positive sentiment rating" from online commenters.
However, various brands have likewise encountered criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation underscores the continuing debate within the marketing and creative sectors about the trade-off between new tools and audience reception.
