The global fast-food chain has taken down a Christmas commercial produced via generative AI after encountering widespread online backlash.
The 45-second spot was developed via AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the film. Several called it "disturbing" and "awkwardly stitched together".
"This experience is an key learning as we explore the effective use of AI," commented a representative from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various situations that might go awry during the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI-created content have emerged as a growing trend among major corporations, especially for the holiday period.
- Coca-Cola has also launched consecutive AI-generated holiday commercials.
- Technical Challenges: As videos made using current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised worries about automation in the advertising sector, with some critics stating it could negatively impact work for actors.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "over a month and a half" and involved creating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, various brands have likewise received scrutiny for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The episode highlights the ongoing discussion within the marketing and creative sectors about the balance between new tools and creative integrity.
