McDonald's has pulled a Christmas commercial produced via generative AI after receiving widespread public disapproval.
The brief spot was created with the help of generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Following its publication, commenters lambasted the use of AI in the film. Several called it "uncanny" and "awkwardly stitched together".
"This experience represents an key lesson as we investigate the appropriate application of Artificial Intelligence," said a representative from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that can go wrong during the festive season, under the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that include generative AI have emerged as a rising phenomenon among major companies, particularly for the holiday period.
- Another beverage giant has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because videos created using generative AI are prone to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also provoked fears about job displacement in the production industry, with some observers stating it might negatively impact opportunities for camera crews.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an experiment," she said. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a 61% "favorable response" from online commenters.
However, several companies have likewise faced scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The situation underscores the continuing conversation within the advertising and creative industries about the balance between new tools and human craftsmanship.
