McDonald's has taken down a Christmas commercial created using Artificial Intelligence following facing widespread online backlash.
The brief ad was produced via generative AI clips and was originally released online for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters denounced the use of AI in the advert. A number of called it "disturbing" and "jarringly assembled".
"This experience is an important learning as we explore the effective use of AI," said a statement from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that often go badly over the holidays, with the tagline "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that include AI tools have emerged as a rising phenomenon among prominent companies, especially for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Because clips produced using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the production industry, with some observers pointing out it could negatively impact opportunities for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," she commented. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "favorable response" from the public.
However, several companies have also faced backlash for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The episode illustrates the continuing conversation within the advertising and production sectors about the balance between technological innovation and creative integrity.
