McDonald's Netherlands Takes Down Artificial Intelligence Christmas Ad Following Backlash.
The global fast-food chain has removed a holiday commercial produced with Artificial Intelligence after encountering significant public disapproval.
The short spot was created with the help of AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the film. Several labeled it "uncanny" and "awkwardly stitched together".
"This incident is an key learning as we explore the proper application of generative technology," commented a statement from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that can go wrong over the Christmas break, with the slogan "the most terrible time of the year".
The Trend of AI Commercials
Adverts that incorporate AI tools have become a increasing phenomenon among major corporations, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Technical Challenges: As videos produced with generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also sparked worries about automation in the advertising sector, with some critics pointing out it could negatively impact work for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI trick," she said. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from online commenters.
However, various brands have also encountered scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The episode underscores the evolving conversation within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
