McDonald's has removed a Christmas commercial created with generative AI after receiving considerable criticism on social media.
The short film was created with the help of AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters denounced the employment of AI in the advert. Several described it as "creepy" and "poorly edited".
"This experience is an valuable lesson as we investigate the proper utilization of AI," stated a spokesperson from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly during the festive season, using the slogan "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that feature generative AI have become a rising phenomenon among major brands, especially for the Christmas season.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because segments produced using current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The ad also raised concerns about the replacement of human roles in the advertising industry, with some observers noting it could affect work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have likewise received criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The episode underscores the evolving conversation within the advertising and creative sectors about the balance between AI efficiency and audience reception.
