McDonald's has taken down a Christmas commercial created via generative AI after facing considerable online backlash.
The brief ad was created using AI-generated video and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, viewers on social media criticized the use of AI in the commercial. Many called it "creepy" and "jarringly assembled".
"This experience is an valuable lesson as we explore the effective use of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various things that can go wrong over the festive season, with the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Commercials that incorporate AI tools have emerged as a increasing phenomenon among large brands, particularly for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As segments made using current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the creative sector, with some commenters stating it might affect opportunities for camera crews.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the creation required "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This was not an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, other businesses have likewise received criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The situation illustrates the continuing conversation within the marketing and production sectors about the trade-off between new tools and human craftsmanship.
