McDonald's has removed a Christmas commercial created via generative AI after receiving significant criticism on social media.
The brief film was created 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 Decision to Pull
Shortly after its release, audiences online denounced the use of AI in the film. Many described it as "disturbing" and "poorly edited".
"This incident is an important lesson as we examine the effective use of AI," stated 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 portrayed various scenarios that often go badly during the festive season, using the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that feature generative AI have become a growing phenomenon among large companies, particularly for the Christmas period.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Since segments produced using generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the advertising sector, with some critics pointing out it could reduce work for actors.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the development took "seven weeks" and involved producing "thousands of takes" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was largely criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly garnered a significant "favorable response" from online commenters.
However, other businesses have also received criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The episode highlights the continuing debate within the marketing and production sectors about the balance between AI efficiency and creative integrity.
