McDonald's has pulled a Christmas commercial made with generative AI following facing significant criticism on social media.
The brief film was developed using AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the advert. A number of called it "uncanny" and "jarringly assembled".
"This incident represents an valuable learning as we investigate the effective use of AI," commented a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that can go wrong during the holidays, under the theme "the worst time of the year".
The Movement of AI Commercials
Campaigns that incorporate AI-created content have emerged as a growing trend among major companies, particularly for the Christmas period.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Inherent Limitations: Because videos made using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the creative sector, with some commenters pointing out it might affect work for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly garnered a significant "positive feedback" from viewers.
However, several companies have also encountered scrutiny for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The episode illustrates the continuing discussion within the marketing and production industries about the balance between technological innovation and audience reception.
