McDonald's has taken down a holiday commercial made via AI after encountering widespread public disapproval.
The brief spot was developed with the help of AI video tools and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, audiences online criticized the implementation of AI in the advert. Several called it "disturbing" and "awkwardly stitched together".
"This incident represents an key learning as we examine the effective application of AI," stated a statement from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry over the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that feature AI-created content have emerged as a growing trend among prominent corporations, especially for the holiday campaign season.
- Coca-Cola has also released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because videos made using generative AI are prone to become unstable the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the creative sector, with some critics stating it could affect work for production staff.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
According to her, the creation took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from the public.
However, other businesses have likewise received backlash for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The episode underscores the continuing conversation within the advertising and creative sectors about the balance between new tools and audience reception.
