McDonald's has taken down a Christmas advert produced using generative AI after facing significant online backlash.
The 45-second spot was produced using AI-generated video and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media criticized the employment of AI in the commercial. Many described it as "creepy" and "poorly edited".
"This incident represents an valuable lesson as we examine the appropriate application of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that often go badly over the festive season, using the theme "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI tools have emerged as a increasing trend among major brands, notably for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: As videos made with generative AI are prone to degrade the longer they run, most such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the advertising sector, with some commenters pointing out it might affect work for camera crews.
Response from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an AI trick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a significant "favorable response" from online commenters.
However, several companies have likewise encountered backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The incident underscores the evolving conversation within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
