McDonald's has pulled a Christmas commercial created via generative AI following facing widespread criticism on social media.
The brief ad was created with the help of AI video tools and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Following its publication, viewers on social media criticized the employment of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This experience is an key lesson as we explore the appropriate utilization of generative technology," said a representative from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that can go wrong during the holidays, using the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that incorporate AI-created content have emerged as a growing phenomenon among major brands, especially for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-created holiday ads.
- Technical Challenges: As clips created with generative AI are susceptible to become unstable the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the creative industry, with some critics stating it could negatively impact work for actors.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the production process required "seven weeks" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she said. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis received a significant "positive feedback" from online commenters.
However, other businesses have also encountered scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The incident highlights the evolving debate within the marketing and creative industries about the trade-off between new tools and creative integrity.
