McDonald's has taken down a Christmas commercial made with AI following encountering widespread criticism on social media.
The brief ad was developed with the help of generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, viewers on social media denounced the implementation of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This moment represents an valuable lesson as we examine the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly over the holidays, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI-created content have become a increasing trend among prominent brands, particularly for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Technical Challenges: As segments produced using generative AI are more likely to become unstable the more extended they are, most such clips tend to be roughly short in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the creative sector, with some commenters noting it might negatively impact work for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a significant "favorable response" from the public.
However, various brands have also faced backlash for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The incident illustrates the evolving discussion within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
