The global fast-food chain has pulled a Christmas commercial made with generative AI after receiving considerable online backlash.
The short ad was developed with the help of generative AI clips and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media criticized the use of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the effective use of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various situations that can go wrong during the Christmas break, with the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that include AI tools have emerged as a increasing phenomenon among large companies, particularly for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated holiday ads.
- Technical Challenges: As clips made using generative AI are more likely to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the creative sector, with some observers noting it could negatively impact opportunities for production staff.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved generating "countless iterations" which were then edited afterward "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise faced criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The incident highlights the continuing conversation within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
