McDonald's has removed a Christmas advertisement created using generative AI following facing significant criticism on social media.
The short film was produced with the help of AI video tools and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Following its publication, audiences online lambasted the employment of AI in the film. Several described it as "creepy" and "poorly edited".
"This moment serves as an important learning as we investigate the appropriate utilization of AI," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that can go wrong over the Christmas break, under the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that incorporate generative AI have emerged as a growing trend among large companies, particularly for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since videos created with current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the production sector, with some commenters noting it might reduce opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely panned, the reception for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis achieved a 61% "favorable response" from the public.
However, other businesses have likewise faced criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident illustrates the ongoing conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.
