The global fast-food chain has taken down a Christmas commercial made with generative AI after encountering significant criticism on social media.
The brief spot was created using AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the commercial. Several described it as "creepy" and "jarringly assembled".
"This incident is an valuable learning as we investigate the proper use of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that can go wrong over the festive season, under the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI tools have become a growing trend among major corporations, notably for the holiday season.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Technical Challenges: Because clips produced with generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked fears about automation in the production sector, with some critics stating it could reduce opportunities for camera crews.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, several companies have also received backlash for using the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The episode illustrates the ongoing debate within the advertising and production industries about the balance between technological innovation and creative integrity.
