McDonald's Netherlands Takes Down Artificial Intelligence Christmas Ad Following Online Criticism.
McDonald's has removed a Christmas commercial made using AI after facing considerable online backlash.
The short spot was produced using AI-generated video and was originally published publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Soon after it aired, commenters denounced the implementation of AI in the commercial. Several labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable learning as we investigate the appropriate use of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry during the holidays, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that feature AI-created content have emerged as a growing trend among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: As clips made using current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be about short in length.
- Broader Implications: The video also raised concerns about automation in the creative sector, with some critics stating it could reduce work for actors.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "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 an experiment," she commented. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have also received backlash for employing the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The episode highlights the ongoing debate within the marketing and creative industries about the trade-off between new tools and audience reception.
