McDonald's has taken down a Christmas commercial made via Artificial Intelligence after receiving considerable public disapproval.
The brief spot was produced using generative AI clips and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters criticized the implementation of AI in the film. Many labeled it "creepy" and "awkwardly stitched together".
"This moment is an important learning as we examine the proper utilization of Artificial Intelligence," said a representative from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly over the holidays, with the theme "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Adverts that include AI-created content have become a increasing phenomenon among prominent brands, particularly for the Christmas period.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas ads.
- Technical Challenges: As segments produced with generative AI are more likely to degrade the longer they run, most such clips tend to be about short in length.
- Industry Concerns: The video also provoked fears about automation in the advertising sector, with some observers stating it might reduce opportunities for actors.
Defense from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the creation took "over a month and a half" and involved generating "thousands of takes" which were then shaped afterward "just as we would on any standard production".
"This wasn't just an AI trick," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was largely criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly received a significant "positive sentiment rating" from the public.
However, various brands have also encountered criticism for employing AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident underscores the ongoing debate within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
