McDonald's has removed a Christmas commercial created with generative AI after encountering considerable criticism on social media.
The brief film was produced using AI-generated video and was originally released online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Soon after it aired, viewers on social media lambasted the use of AI in the commercial. A number of described it as "disturbing" and "awkwardly stitched together".
"This moment represents an important learning as we investigate the appropriate use of generative technology," said a statement from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that might go awry over the festive season, using the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Campaigns that include AI tools have emerged as a rising phenomenon among major corporations, particularly for the Christmas period.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Because videos created using generative AI are susceptible to distort the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about automation in the creative sector, with some observers noting it could negatively impact work for actors.
Response from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "over a month and a half" and involved producing "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a significant "positive sentiment rating" from the public.
However, various brands have also received backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The episode illustrates the evolving debate within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
