McDonald's has taken down a Christmas commercial produced using generative AI following receiving widespread public disapproval.
The brief ad was developed with the help of AI-generated video and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters denounced the use of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This experience serves as an important learning as we investigate the appropriate application of AI," stated a statement from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various situations that can go wrong during the Christmas break, using the theme "the worst time of the year".
The Movement of AI-Generated Ads
Campaigns that include AI tools have become a increasing trend among major brands, especially for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Technical Challenges: Because videos created using generative AI are more likely to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the production sector, with some commenters stating it might negatively impact work for camera crews.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "favorable response" from the public.
However, several companies have likewise faced backlash for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The situation highlights the continuing conversation within the advertising and creative industries about the trade-off between new tools and audience reception.
