The global fast-food chain has removed a Christmas commercial made via generative AI after receiving widespread public disapproval.
The short spot was created using AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the film. Many called it "uncanny" and "poorly edited".
"This experience is an key lesson as we investigate the effective use of AI," said a representative from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that can go wrong during the Christmas break, with the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a increasing phenomenon among prominent brands, notably for the Christmas season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Technical Challenges: As segments created using current AI video tools are susceptible to become unstable the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the creative industry, with some observers stating it could affect opportunities for camera crews.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, several companies have also faced scrutiny for employing AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The episode illustrates the continuing conversation within the advertising and creative sectors about the balance between new tools and creative integrity.
