McDonald's has removed a Christmas advertisement created using generative AI after receiving significant online backlash.
The short ad was developed with the help of AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media lambasted the implementation of AI in the advert. A number of labeled it "creepy" and "awkwardly stitched together".
"This moment serves as an valuable lesson as we explore the appropriate utilization of Artificial Intelligence," said a representative from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that might go awry during the holidays, using the slogan "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate generative AI have become a increasing trend among large brands, especially for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because clips created using current AI video tools are prone to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about automation in the production industry, with some commenters noting it might negatively impact work for production staff.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved generating "thousands of takes" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise faced backlash for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The incident underscores the continuing debate within the marketing and creative industries about the trade-off between AI efficiency and creative integrity.
