The global fast-food chain has removed a holiday commercial created via generative AI following facing significant online backlash.
The 45-second ad was created via AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the commercial. Several called it "creepy" and "awkwardly stitched together".
"This moment is an key lesson as we examine the proper utilization of Artificial Intelligence," said a spokesperson from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that can go wrong during the festive season, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Campaigns that feature AI-created content have become a rising phenomenon among prominent corporations, especially for the holiday season.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: As clips produced with current AI video tools are susceptible to become unstable the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also provoked worries about the replacement of human roles in the advertising sector, with some observers stating it could negatively impact opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a significant "favorable response" from online commenters.
However, several companies have likewise faced criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The situation underscores the continuing discussion within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
