McDonald's has taken down a Christmas commercial made using AI after facing significant public disapproval.
The 45-second ad was developed via generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an important lesson as we examine the appropriate application of Artificial Intelligence," commented a spokesperson from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that often go badly during the holidays, under the theme "the most terrible time of the year".
The Movement of AI Commercials
Commercials that incorporate AI-created content have emerged as a growing trend among large corporations, especially for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: As segments 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 roughly a few seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the production sector, with some commenters stating it might negatively impact work for production staff.
Defense from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "over a month and a half" and involved generating "countless iterations" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, other businesses have also encountered backlash for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The incident highlights the evolving debate within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
