McDonald's has pulled a holiday commercial made via AI after facing significant public disapproval.
The short spot was created via AI video tools and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online lambasted the employment of AI in the film. Many called it "uncanny" and "poorly edited".
"This incident represents an key lesson as we investigate the effective application of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry during the Christmas break, using the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a rising phenomenon among major corporations, notably for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-generated holiday ads.
- Technical Challenges: Since videos made using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about automation in the production sector, with some commenters stating it might affect opportunities for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "seven weeks" and involved producing "thousands of takes" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was largely criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from another major brand reportedly garnered a significant "favorable response" from viewers.
However, several companies have likewise encountered criticism for using AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The situation underscores the ongoing debate within the advertising and production industries about the trade-off between technological innovation and audience reception.
