McDonald's has removed a Christmas advert produced via AI following encountering widespread online backlash.
The short film was developed using AI-generated video and was originally uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online denounced the use of AI in the commercial. Several described it as "uncanny" and "poorly edited".
"This moment represents an valuable learning as we examine the proper application of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly during the holidays, with the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that incorporate AI-created content have emerged as a growing trend among major brands, especially for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-created holiday ads.
- Technical Challenges: Since segments created with current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the production sector, with some commenters stating it might negatively impact work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from the public.
However, several companies have also encountered criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The situation underscores the evolving conversation within the advertising and creative industries about the balance between technological innovation and creative integrity.
