McDonald's has removed a Christmas advert made using generative AI after facing widespread online backlash.
The short film was created via AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the advert. Several labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable learning as we investigate the effective utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that often go badly over the holidays, under the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI tools have become a growing phenomenon among prominent corporations, especially for the holiday period.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Inherent Limitations: Because clips produced using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about automation in the production sector, with some critics stating it could negatively impact work for production staff.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "in the same way we would on any standard production".
"This was not an AI trick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a 61% "positive feedback" from online commenters.
However, several companies have also received backlash for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident highlights the evolving conversation within the advertising and production industries about the balance between technological innovation and creative integrity.
