McDonald's has taken down a Christmas commercial made via generative AI after encountering widespread public disapproval.
The 45-second ad was created using AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, audiences online lambasted the use of AI in the commercial. Several labeled it "uncanny" and "poorly edited".
"This experience serves as an valuable lesson as we investigate the effective utilization of generative technology," said a statement from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that often go badly during the festive season, using the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Adverts that incorporate generative AI have become a growing trend among prominent corporations, particularly for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: Since clips made with generative AI are prone to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Broader Implications: The ad also raised concerns about job displacement in the creative sector, with some observers stating it might negatively impact opportunities for actors.
Response from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the response for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly garnered a 61% "positive feedback" from the public.
However, other businesses have likewise encountered criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident highlights the continuing discussion within the marketing and production industries about the balance between new tools and audience reception.
