McDonald's has taken down a Christmas advert made via generative AI after encountering widespread criticism on social media.
The short ad was produced via AI-generated video and was originally published online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, commenters denounced the use of AI in the film. Several described it as "creepy" and "poorly edited".
"This experience serves as an key lesson as we examine the appropriate use of AI," stated a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that can go wrong over the holidays, under the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that include generative AI have emerged as a rising trend among major corporations, notably for the Christmas season.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: Because segments created with current AI video tools are more likely to degrade the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The ad also raised concerns about automation in the creative sector, with some commenters pointing out it could affect work for production staff.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the development took "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand reportedly received a significant "favorable response" from viewers.
However, various brands have also faced scrutiny for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The episode highlights the ongoing debate within the advertising and production industries about the balance between AI efficiency and creative integrity.
