McDonald's has taken down a Christmas commercial produced via generative AI after encountering significant online backlash.
The short film was created via AI-generated video and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the film. A number of called it "disturbing" and "poorly edited".
"This experience is an important learning as we explore the appropriate utilization of generative technology," stated a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various things that often go badly over the festive season, using the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI-created content have emerged as a growing trend among prominent brands, notably for the holiday period.
- Coca-Cola has recently released consecutive AI-generated holiday commercials.
- Technical Challenges: Because segments created with current AI video tools are prone to distort the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the creative industry, with some commenters noting it might affect work for actors.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly received a significant "positive feedback" from the public.
However, several companies have likewise received scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The incident highlights the continuing discussion within the marketing and creative sectors about the balance between new tools and audience reception.
