The global fast-food chain has pulled a Christmas commercial made via generative AI following receiving considerable online backlash.
The 45-second ad was created using AI-generated video and was first released online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media criticized the use of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This moment serves as an important learning as we investigate the appropriate utilization of generative technology," commented a statement from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that often go badly over the holidays, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI tools have emerged as a increasing trend among large companies, particularly for the Christmas period.
- Coca-Cola has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Since segments produced with generative AI are more likely to degrade the longer they run, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about automation in the creative sector, with some observers stating it could negatively impact opportunities for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved generating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis garnered a significant "favorable response" from online commenters.
However, various brands have also faced scrutiny for employing AI in marketing. 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 advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
