McDonald's has taken down a Christmas commercial made via generative AI after receiving widespread criticism on social media.
The short film was created via AI video tools and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the advert. Several labeled it "creepy" and "poorly edited".
"This incident is an important learning as we investigate the proper use of generative technology," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that might go awry over the Christmas break, using the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that include generative AI have become a increasing trend among major corporations, particularly for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: As segments created with current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also sparked concerns about automation in the creative sector, with some commenters pointing out it could reduce work for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she said. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have also faced backlash for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The situation highlights the evolving conversation within the marketing and production industries about the balance between new tools and creative integrity.
