McDonald's Netherlands Pulls Artificial Intelligence Christmas Ad After Backlash.
McDonald's has removed a Christmas commercial created using AI following facing significant public disapproval.
The short film was produced using generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the advert. Several labeled it "disturbing" and "poorly edited".
"This moment serves as an key learning as we examine the proper use of AI," stated a representative from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that often go badly over the festive season, with the tagline "the most terrible time of the year".
The Trend of AI in Advertising
Commercials that feature generative AI have emerged as a increasing trend among prominent corporations, especially for the Christmas period.
- Coca-Cola has also released back-to-back AI-created holiday ads.
- Inherent Limitations: As segments created with generative AI are more likely to distort the longer they run, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also raised fears about automation in the production sector, with some commenters noting it might reduce work for production staff.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
According to her, the development required "over a month and a half" and involved generating "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday spot from another major brand reportedly garnered a significant "favorable response" from viewers.
However, various brands have likewise received criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident highlights the evolving conversation within the advertising and production industries about the balance between technological innovation and human craftsmanship.