McDonald's has removed a Christmas commercial produced with generative AI after facing widespread criticism on social media.
The brief spot was developed via AI-generated video and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online lambasted the use of AI in the film. Many called it "uncanny" and "awkwardly stitched together".
"This experience represents an important learning as we examine the appropriate utilization of Artificial Intelligence," said a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that can go wrong during the festive season, using the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that include generative AI have become a increasing phenomenon among major brands, especially for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Since videos produced with generative AI are more likely to distort the longer they run, most such clips tend to be about short in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the creative sector, with some commenters pointing out it might negatively impact opportunities for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a significant "positive feedback" from the public.
However, other businesses have also encountered backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation highlights the evolving debate within the marketing and creative sectors about the balance between new tools and creative integrity.
