McDonald's has taken down a Christmas commercial created via generative AI after receiving widespread online backlash.
The brief film was created using generative AI clips and was originally uploaded online for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, viewers on social media criticized the employment of AI in the advert. Many called it "uncanny" and "poorly edited".
"This incident serves as an key learning as we examine the appropriate use of AI," commented a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that might go awry during the festive season, under the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that include generative AI have emerged as a increasing trend among large companies, especially for the Christmas period.
- Coca-Cola has similarly released consecutive AI-generated holiday ads.
- Inherent Limitations: Because clips created with current AI video tools are prone to become unstable the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about job displacement in the creative industry, with some critics stating it might reduce opportunities for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This was not an AI trick," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive feedback" from viewers.
However, other businesses have also received criticism for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The episode illustrates the evolving debate within the advertising and creative sectors about the balance between technological innovation and audience reception.
