McDonald's has taken down a Christmas commercial created via generative AI after encountering widespread online backlash.
The short ad was created via AI video tools and was originally uploaded online for McDonald's Netherlands on 6 December.
Audience Response and Removal
Shortly after its release, commenters criticized the use of AI in the commercial. A number of labeled it "creepy" and "poorly edited".
"This incident is an key lesson as we examine the effective utilization of generative technology," said a spokesperson from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong over the Christmas break, using the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Adverts that include AI-created content have become a increasing trend among large companies, especially for the holiday campaign season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Technical Challenges: Since videos produced with generative AI are prone to distort the longer they run, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The video also raised concerns about job displacement in the creative industry, with some commenters pointing out it could affect work for camera crews.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, other businesses have also received criticism for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The incident highlights the continuing conversation within the marketing and creative industries about the trade-off between AI efficiency and audience reception.
