McDonald's has taken down a Christmas advert created using generative AI after encountering widespread public disapproval.
The short spot was created using generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, viewers on social media criticized the implementation of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This experience serves as an key lesson as we investigate the proper utilization of generative technology," said a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly during the holidays, using the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI tools have become a rising trend among major companies, especially for the Christmas period.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Inherent Limitations: As videos produced with generative AI are susceptible to become unstable the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the production sector, with some critics noting it could affect opportunities for production staff.
Response from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, several companies have likewise encountered criticism for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The incident underscores the continuing discussion within the marketing and creative industries about the balance between AI efficiency and audience reception.
