McDonald's has taken down a holiday commercial produced using AI after facing significant public disapproval.
The 45-second spot was produced via AI-generated video and was initially released online for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media denounced the use of AI in the advert. Several described it as "creepy" and "jarringly assembled".
"This moment is an key learning as we investigate the proper use of generative technology," stated a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that can go wrong during the Christmas break, using the tagline "the worst time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate AI-created content have emerged as a rising trend among major brands, particularly for the Christmas campaign season.
- Coca-Cola has similarly launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since segments made with current AI video tools are prone to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also sparked fears about automation in the creative industry, with some critics noting it could reduce opportunities for actors.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "seven weeks" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she said. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's ad was largely panned, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a significant "positive sentiment rating" from the public.
However, other businesses have also faced backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The incident highlights the continuing debate within the advertising and production sectors about the balance between new tools and audience reception.
