The global fast-food chain has removed a Christmas commercial produced via AI following receiving significant public disapproval.
The short film was created via generative AI clips and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media criticized the implementation of AI in the advert. A number of described it as "creepy" and "poorly edited".
"This experience is an valuable learning as we examine the appropriate application of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that often go badly during the Christmas break, with the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that incorporate AI tools have emerged as a increasing phenomenon among prominent companies, notably for the Christmas campaign season.
- Coca-Cola has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: Since clips made with current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also raised worries about automation in the production industry, with some commenters noting it might affect work for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the development took "seven weeks" and involved producing "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, various brands have likewise faced criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The situation highlights the evolving discussion within the marketing and creative sectors about the trade-off between technological innovation and audience reception.
