McDonald's has pulled a Christmas advertisement created using generative AI after facing widespread online backlash.
The 45-second spot was produced using AI-generated video and was originally published online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, commenters criticized the implementation of AI in the commercial. Several called it "creepy" and "awkwardly stitched together".
"This incident is an important learning as we examine the proper utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various things that often go badly during the festive season, using the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that include AI-created content have become a growing trend among prominent brands, notably for the holiday period.
- Coca-Cola has also released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since segments produced with generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the production sector, with some observers stating it could affect work for actors.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the creation required "seven weeks" and involved producing "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a significant "positive feedback" from online commenters.
However, several companies have also encountered scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The episode underscores the evolving debate within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
