McDonald's has removed a Christmas commercial made using generative AI after facing considerable public disapproval.
The 45-second film was produced via AI video tools and was initially released publicly for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This experience represents an key lesson as we examine the appropriate application of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that often go badly during the festive season, under the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI tools have become a growing trend among large corporations, notably for the Christmas campaign season.
- Coca-Cola has also released consecutive AI-created holiday commercials.
- Inherent Limitations: Since segments made using generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also raised fears about job displacement in the creative sector, with some observers pointing out it could affect work for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis achieved a 61% "positive feedback" from viewers.
However, various brands have also received criticism for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The situation illustrates the ongoing conversation within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
