McDonald's has taken down a holiday commercial made via generative AI after encountering significant online backlash.
The short spot was developed via generative AI clips and was first released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the advert. A number of called it "creepy" and "poorly edited".
"This experience serves as an valuable lesson as we explore the effective utilization of Artificial Intelligence," commented 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 showed various things that might go awry during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature generative AI have emerged as a growing trend among large brands, notably for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: As videos made using current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked fears about automation in the production industry, with some critics noting it could reduce opportunities for actors.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an experiment," she said. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, several companies have also received scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode highlights the continuing debate within the advertising and creative industries about the balance between AI efficiency and audience reception.
