McDonald's has taken down a holiday commercial created with AI following receiving significant online backlash.
The 45-second ad was created with the help of AI-generated video and was originally released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the commercial. A number of described it as "uncanny" and "awkwardly stitched together".
"This moment is an key learning as we explore the proper use of Artificial Intelligence," said a spokesperson from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that can go wrong during the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate generative AI have emerged as a rising phenomenon among large brands, notably for the holiday campaign season.
- Another beverage giant has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because segments made using generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked fears about automation in the creative sector, with some critics stating it might negatively impact opportunities for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI trick," she said. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from viewers.
However, several companies have likewise received criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The situation illustrates the ongoing discussion within the advertising and production sectors about the balance between AI efficiency and creative integrity.
