McDonald's has pulled a Christmas commercial created with Artificial Intelligence following receiving widespread public disapproval.
The short ad was created via generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the commercial. Many labeled it "uncanny" and "poorly edited".
"This moment is an important lesson as we explore the appropriate utilization of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that often go badly during the festive season, with the tagline "the worst time of the year".
A Growing Movement of AI Commercials
Adverts that incorporate AI tools have become a rising phenomenon among major companies, especially for the holiday season.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: As videos made with generative AI are more likely to distort the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the advertising sector, with some commenters pointing out it could affect work for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the production process required "seven weeks" and involved producing "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an AI trick," she said. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have also encountered backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The episode highlights the ongoing conversation within the advertising and production industries about the balance between new tools and creative integrity.
