McDonald's Netherlands Takes Down AI-Created Christmas Ad Following Online Criticism.
The global fast-food chain has taken down a Christmas advertisement produced via generative AI after facing considerable online backlash.
The 45-second film was developed with the help of AI video tools and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the film. A number of labeled it "disturbing" and "awkwardly stitched together".
"This incident represents an key lesson as we examine the appropriate use of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that might go awry during the festive season, under the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Commercials that include generative AI have become a increasing trend among large companies, especially for the holiday season.
- Another beverage giant has recently released back-to-back AI-generated holiday commercials.
- Technical Challenges: Since clips made using generative AI are susceptible to degrade the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the production industry, with some commenters pointing out it could negatively impact work for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "seven weeks" and involved producing "thousands of takes" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis garnered a 61% "favorable response" from the public.
However, various brands have also faced criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "uncanny".
The episode illustrates the ongoing discussion within the advertising and creative industries about the balance between technological innovation and creative integrity.