McDonald's has removed a Christmas advertisement produced using generative AI following receiving widespread online backlash.
The brief ad was produced via AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. Several labeled it "creepy" and "awkwardly stitched together".
"This moment is an key lesson as we examine the appropriate utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry during the Christmas break, with the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Adverts that include AI-created content have become a rising trend among prominent brands, especially for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Because videos created using generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the creative sector, with some critics pointing out it could affect opportunities for actors.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the creation required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, other businesses have likewise faced scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The episode illustrates the evolving conversation within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
