McDonald's has pulled a Christmas commercial made with generative AI following receiving significant online backlash.
The short film was produced via AI-generated video and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media criticized the use of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This moment is an key learning as we investigate the proper application of AI," said a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, using the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that include generative AI have emerged as a growing trend among large corporations, particularly for the holiday period.
- Coca-Cola has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since clips produced with generative AI are prone to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The ad also sparked concerns about automation in the production industry, with some critics stating it could negatively impact work for production staff.
Response from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "over a month and a half" and involved creating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly garnered a significant "favorable response" from the public.
However, various brands have also received criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode underscores the ongoing debate within the marketing and production industries about the balance between AI efficiency and audience reception.
