McDonald's has taken down a holiday commercial produced using AI after encountering significant online backlash.
The 45-second film was developed using AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the advert. Many labeled it "creepy" and "awkwardly stitched together".
"This experience serves as an key learning as we explore the effective use of generative technology," said a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong during the holidays, with the theme "the worst time of the year".
The Trend of AI in Advertising
Campaigns that include AI tools have emerged as a growing trend among large corporations, particularly for the holiday campaign season.
- Coca-Cola has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: Since clips made with generative AI are more likely to degrade the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked worries about job displacement in the production industry, with some commenters stating it could negatively impact work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a 61% "positive feedback" from online commenters.
However, several companies have likewise encountered criticism for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The incident highlights the evolving debate within the advertising and creative sectors about the trade-off between new tools and creative integrity.
