The global fast-food chain has taken down a Christmas commercial made via generative AI after encountering widespread public disapproval.
The short spot was developed via AI video tools and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online criticized the use of AI in the commercial. Many labeled it "uncanny" and "jarringly assembled".
"This moment serves as an valuable lesson as we investigate the proper utilization of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that might go awry over the festive season, under the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a growing trend among major brands, notably for the holiday period.
- Another beverage giant has recently released consecutive AI-created holiday ads.
- Inherent Limitations: Because videos made using current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the creative industry, with some commenters pointing out it might affect opportunities for production staff.
Response from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
According to her, the creation took "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely panned, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis received a significant "favorable response" from online commenters.
However, several companies have also encountered criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The incident underscores the evolving conversation within the advertising and production industries about the balance between new tools and audience reception.
