The global fast-food chain has pulled a Christmas commercial produced using generative AI following receiving widespread public disapproval.
The short film was created via AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Soon after it aired, audiences online criticized the employment of AI in the advert. A number of called it "creepy" and "awkwardly stitched together".
"This moment is an important lesson as we examine the effective application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that often go badly over the festive season, under the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Commercials that include AI-created content have become a rising trend among prominent brands, particularly for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Because segments made using current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the creative sector, with some commenters stating it might negatively impact opportunities for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the production process took "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "positive feedback" from the public.
However, various brands have likewise faced backlash for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The situation highlights the continuing discussion within the advertising and creative industries about the balance between technological innovation and creative integrity.
