The global fast-food chain has removed a Christmas commercial created via Artificial Intelligence after encountering considerable public disapproval.
The brief spot was produced via AI-generated video and was originally released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Shortly after its release, commenters denounced the use of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an valuable learning as we investigate the appropriate use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that can go wrong during the festive season, with the theme "the worst time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate AI-created content have emerged as a increasing trend among prominent brands, particularly for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since videos created using generative AI are more likely to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also raised fears about automation in the creative sector, with some commenters pointing out it might affect work for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved producing "thousands of takes" which were then crafted in post-production "in the same way 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 largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "favorable response" from the public.
However, other businesses have also faced criticism for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident highlights the continuing debate within the marketing and creative sectors about the trade-off between AI efficiency and creative integrity.
