McDonald's has pulled a Christmas advert made with Artificial Intelligence following facing considerable online backlash.
The 45-second spot was developed with the help of AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, commenters criticized the employment of AI in the advert. Many described it as "creepy" and "jarringly assembled".
"This moment serves as an key learning as we explore the appropriate use of AI," said a spokesperson from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that might go awry over the holidays, using the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Campaigns that incorporate AI tools have emerged as a growing trend among prominent companies, notably for the Christmas period.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Technical Challenges: As segments made with current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also raised fears about automation in the advertising sector, with some observers noting it could reduce work for production staff.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation took "seven weeks" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis received a significant "favorable response" from the public.
However, various brands have likewise encountered backlash for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The episode illustrates the ongoing conversation within the marketing and creative industries about the trade-off between new tools and audience reception.
