McDonald's has pulled a Christmas commercial produced via Artificial Intelligence after facing significant online backlash.
The short spot was created with the help of AI video tools and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Shortly after its release, audiences online lambasted the use of AI in the commercial. A number of described it as "uncanny" and "jarringly assembled".
"This moment serves as an valuable lesson as we investigate the effective application of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that can go wrong over the festive season, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Adverts that feature AI-created content have emerged as a growing trend among large companies, particularly for the holiday season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Since clips produced using generative AI are more likely to degrade the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the production sector, with some commenters pointing out it might affect opportunities for production staff.
Defense from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a significant "favorable response" from online commenters.
However, several companies have likewise faced backlash for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode highlights the continuing debate within the marketing and production sectors about the trade-off between technological innovation and human craftsmanship.
