The global fast-food chain has removed a Christmas commercial created with generative AI following facing considerable public disapproval.
The short ad was produced using AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, commenters criticized the implementation of AI in the film. Many described it as "disturbing" and "awkwardly stitched together".
"This moment represents an valuable learning as we examine the appropriate application of generative technology," stated a spokesperson from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that can go wrong during the Christmas break, under the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Commercials that incorporate AI-created content have emerged as a increasing phenomenon among major brands, notably for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because videos created with current AI video tools are more likely to become unstable the longer they run, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised fears about automation in the creative industry, with some observers pointing out it might affect opportunities for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the creation required "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a significant "favorable response" from the public.
However, several companies have likewise faced criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The situation highlights the continuing debate within the advertising and creative industries about the trade-off between new tools and audience reception.