McDonald's has removed a holiday commercial produced with Artificial Intelligence after encountering widespread online backlash.
The 45-second film was produced using generative AI clips and was first released online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters criticized the use of AI in the commercial. Several described it as "disturbing" and "awkwardly stitched together".
"This moment is an valuable lesson as we examine the appropriate application of AI," said a spokesperson from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly over the holidays, with the tagline "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that include AI-created content have become a growing trend among major corporations, notably for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since clips produced using current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the advertising industry, with some commenters noting it could negatively impact opportunities for actors.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis achieved a 61% "favorable response" from viewers.
However, various brands have likewise received backlash for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The situation highlights the evolving discussion within the marketing and production sectors about the balance between AI efficiency and creative integrity.
