McDonald's has taken down a Christmas commercial made using AI after facing considerable online backlash.
The brief ad was created using AI video tools and was initially released online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the film. Several labeled it "disturbing" and "jarringly assembled".
"This experience is an key learning as we examine the proper utilization of generative technology," commented a spokesperson from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that often go badly during the festive season, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Campaigns that feature generative AI have become a growing trend among major brands, particularly for the Christmas season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because clips produced with generative AI are susceptible to degrade the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The ad also provoked worries about job displacement in the advertising sector, with some critics pointing out it might affect work for production staff.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the development took "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This was not an AI gimmick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the response for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a significant "positive sentiment rating" from viewers.
However, various brands have likewise faced backlash for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The episode illustrates the evolving conversation within the marketing and production industries about the balance between new tools and audience reception.
