McDonald's has pulled a Christmas advertisement made using generative AI after encountering widespread criticism on social media.
The brief spot was produced via AI video tools and was first released publicly for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, commenters denounced the employment of AI in the commercial. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an key lesson as we explore the effective application of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that might go awry over the holidays, using the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI tools have emerged as a growing trend among major corporations, especially for the Christmas period.
- Coca-Cola has similarly released consecutive AI-generated Christmas ads.
- Inherent Limitations: As segments created with generative AI are more likely to distort the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the production sector, with some critics stating it might negatively impact work for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the production process required "seven weeks" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a 61% "favorable response" from viewers.
However, various brands have likewise faced scrutiny for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The incident highlights the ongoing conversation within the advertising and production industries about the balance between new tools and creative integrity.
