McDonald's has removed a holiday commercial created via generative AI following facing widespread public disapproval.
The short spot was produced using AI video tools and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online denounced the implementation of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This moment represents an key lesson as we investigate the appropriate application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry over the holidays, under the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Commercials that include AI-created content have emerged as a increasing phenomenon among large corporations, particularly for the holiday period.
- Another beverage giant has also released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because videos created with generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also raised fears about automation in the advertising sector, with some commenters noting it might reduce opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "seven weeks" and involved generating "countless iterations" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an experiment," she said. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise encountered criticism for using AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The incident highlights the evolving debate within the advertising and production sectors about the trade-off between new tools and audience reception.
