McDonald's has removed a holiday commercial created via generative AI after receiving considerable criticism on social media.
The short film was developed using AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the commercial. A number of labeled it "creepy" and "jarringly assembled".
"This moment represents an important learning as we examine the proper use of AI," commented a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong during the festive season, with the theme "the most terrible time of the year".
The Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have emerged as a growing trend among major companies, especially for the holiday period.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since segments created using generative AI are susceptible to distort the longer they run, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the advertising sector, with some commenters stating it might reduce work for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved generating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, various brands have also encountered scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The episode underscores the continuing conversation within the advertising and production industries about the trade-off between AI efficiency and human craftsmanship.
