McDonald's has removed a holiday commercial made using generative AI after encountering widespread public disapproval.
The short film was produced via AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Soon after it aired, commenters criticized the use of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This experience represents an important lesson as we investigate the effective application of AI," stated a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that often go badly during the festive season, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate AI-created content have become a rising phenomenon among major companies, notably for the Christmas campaign season.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because segments made with generative AI are more likely to degrade the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised worries about automation in the creative industry, with some commenters pointing out it could negatively impact opportunities for actors.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the creation took "seven weeks" and involved producing "thousands of takes" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't an experiment," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from the public.
However, several companies have also received criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The situation underscores the evolving discussion within the advertising and creative sectors about the balance between new tools and creative integrity.
