McDonald's has removed a Christmas advert produced using generative AI after encountering considerable criticism on social media.
The 45-second spot was created via generative AI clips and was first published publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the advert. Several described it as "creepy" and "jarringly assembled".
"This moment is an valuable learning as we investigate the appropriate utilization of AI," commented a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry during the Christmas break, using the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that include AI tools have become a rising trend among major brands, especially for the holiday season.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Inherent Limitations: Since clips made using generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the creative sector, with some commenters stating it could affect opportunities for camera crews.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, other businesses have likewise received scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The situation underscores the ongoing debate within the marketing and production sectors about the trade-off between new tools and human craftsmanship.