McDonald's has pulled a Christmas advert produced via AI after receiving widespread online backlash.
The 45-second spot was developed with the help of generative AI clips and was originally released online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. Several labeled it "disturbing" and "jarringly assembled".
"This experience represents an key learning as we investigate the proper application of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that can go wrong over the festive season, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that incorporate AI-created content have become a growing phenomenon among large corporations, particularly for the holiday period.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: Since segments produced using current AI video tools are susceptible to become unstable the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the creative industry, with some commenters noting it could negatively impact opportunities for camera crews.
Response from the Creators
After the video's removal, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from another major brand reportedly garnered a significant "favorable response" from the public.
However, other businesses have also faced scrutiny for employing AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The incident underscores the evolving debate within the advertising and creative industries about the balance between AI efficiency and audience reception.
