McDonald's has removed a Christmas commercial produced with generative AI after facing widespread criticism on social media.
The short ad was created with the help of AI video tools and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters lambasted the use of AI in the advert. Many described it as "uncanny" and "awkwardly stitched together".
"This incident serves as an important learning as we investigate the appropriate use of AI," commented a statement from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that often go badly over the holidays, with the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Commercials that include AI tools have become a rising phenomenon among major brands, especially for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As videos made with current AI video tools are susceptible to degrade the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about job displacement in the production industry, with some critics noting it might reduce opportunities for production staff.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," she said. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly received a significant "positive feedback" from viewers.
However, other businesses have also faced backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident illustrates the ongoing discussion within the advertising and production sectors about the balance between new tools and creative integrity.
