McDonald's has taken down a holiday commercial made via Artificial Intelligence after encountering widespread public disapproval.
The 45-second spot was developed with the help of AI video tools and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the film. Several labeled it "creepy" and "awkwardly stitched together".
"This incident is an valuable learning as we examine the proper utilization of AI," said a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that often go badly during the festive season, under the theme "the worst time of the year".
The Movement of AI Commercials
Campaigns that include generative AI have emerged as a rising trend among major brands, notably for the Christmas season.
- Coca-Cola has also launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because clips made with current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also raised fears about job displacement in the creative industry, with some commenters stating it could reduce work for camera crews.
Response from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process took "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was largely panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis achieved a 61% "favorable response" from viewers.
However, several companies have likewise faced criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The situation underscores the evolving discussion within the advertising and creative sectors about the balance between new tools and creative integrity.
