McDonald's has pulled a Christmas commercial made via generative AI after encountering significant criticism on social media.
The 45-second film was produced with the help of AI video tools and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters criticized the use of AI in the film. Many labeled it "uncanny" and "jarringly assembled".
"This experience is an important lesson as we investigate the appropriate use of AI," commented a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that can go wrong during the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Commercials that incorporate AI tools have emerged as a rising phenomenon among prominent companies, notably for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: Since clips produced using generative AI are prone to distort the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the creative sector, with some observers pointing out it might affect opportunities for camera crews.
Defense from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved generating "thousands of takes" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't an experiment," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, several companies have also faced scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The incident illustrates the continuing conversation within the advertising and creative sectors about the balance between new tools and creative integrity.