The global fast-food chain has taken down a Christmas commercial made using generative AI after facing widespread public disapproval.
The short film was created via AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online criticized the employment of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This moment represents an important lesson as we investigate the proper utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that often go badly over the Christmas break, using the tagline "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI tools have emerged as a rising trend among large companies, especially for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-created holiday commercials.
- Technical Challenges: As clips created with current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised worries about automation in the creative industry, with some critics stating it could negatively impact opportunities for production staff.
Response from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved creating "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly achieved a 61% "favorable response" from viewers.
However, several companies have likewise faced criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The incident underscores the continuing discussion within the advertising and creative sectors about the trade-off between AI efficiency and creative integrity.
