McDonald's has taken down a Christmas advert created via generative AI after facing considerable public disapproval.
The brief ad was produced via generative AI clips and was initially released online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the film. Many called it "disturbing" and "awkwardly stitched together".
"This incident represents an key learning as we explore the effective use of generative technology," stated a spokesperson from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly during the holidays, with the theme "the most terrible time of the year".
A Growing Movement of AI Commercials
Adverts that include generative AI have become a growing phenomenon among major brands, notably for the holiday season.
- Another beverage giant has recently released back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments produced with current AI video tools are more likely to become unstable the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about automation in the creative sector, with some commenters stating it might reduce work for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved producing "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This was not an experiment," she said. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the reception for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have also faced scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The episode underscores the continuing conversation within the advertising and creative industries about the trade-off between AI efficiency and audience reception.
