The global fast-food chain has pulled a Christmas advert created with generative AI following encountering significant online backlash.
The 45-second ad was produced using AI video tools and was first published online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media criticized the use of AI in the commercial. A number of described it as "creepy" and "poorly edited".
"This moment represents an key lesson as we examine the effective utilization of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that can go wrong over the holidays, with the theme "the worst time of the year".
The Movement of AI Commercials
Commercials that include AI tools have emerged as a rising trend among large brands, particularly for the holiday season.
- Coca-Cola has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: As videos made using generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked concerns about job displacement in the creative industry, with some observers pointing out it might negatively impact work for production staff.
Defense from the Creators
After the video's removal, a producer's head, Melanie Bridge, stood by the project.
She stated, the development required "over a month and a half" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, various brands have likewise encountered criticism for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The incident illustrates the evolving debate within the advertising and production industries about the balance between technological innovation and creative integrity.
