McDonald's has pulled a Christmas advert made via generative AI following facing significant online backlash.
The brief ad was developed with the help of generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Following its publication, audiences online lambasted the implementation of AI in the advert. A number of described it as "creepy" and "poorly edited".
"This moment serves as an valuable lesson as we examine the appropriate application of AI," stated a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various things that can go wrong during the Christmas break, with the tagline "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that include AI tools have emerged as a growing trend among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: As clips produced using current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked worries about job displacement in the creative sector, with some commenters stating it might negatively impact opportunities for actors.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis received a significant "favorable response" from the public.
However, several companies have also faced criticism for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The situation illustrates the evolving discussion within the advertising and production sectors about the balance between technological innovation and audience reception.
