McDonald's has removed a holiday advert created with generative AI after facing significant online backlash.
The brief spot was developed using AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, viewers on social media lambasted the implementation of AI in the commercial. Several labeled it "disturbing" and "poorly edited".
"This experience is an important learning as we examine the effective utilization of generative technology," said a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the festive season, using the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include generative AI have become a growing trend among major brands, notably for the Christmas season.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since segments created using current AI video tools are prone to become unstable the more extended they are, most such clips tend to be roughly short in length.
- Industry Concerns: The ad also sparked worries about the replacement of human roles in the advertising sector, with some observers pointing out it could affect opportunities for actors.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, defended the project.
According to her, the development required "seven weeks" and involved generating "countless iterations" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she said. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, other businesses have likewise received backlash for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The situation highlights the evolving discussion within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
