McDonald's has removed a holiday commercial made using generative AI after receiving significant public disapproval.
The 45-second film was produced using AI-generated video and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Soon after it aired, commenters lambasted the employment of AI in the commercial. Several labeled it "disturbing" and "jarringly assembled".
"This incident serves as an valuable lesson as we examine the proper use of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that might go awry over the holidays, using the tagline "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that include generative AI have become a rising phenomenon among large corporations, notably for the holiday season.
- Another beverage giant has also released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because segments produced using current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about job displacement in the advertising industry, with some observers noting it could negatively impact opportunities for actors.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved producing "numerous versions" which were then edited afterward "just as we would on any standard production".
"This wasn't an experiment," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise faced scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident highlights the continuing debate within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
