McDonald's has taken down a Christmas advert produced using generative AI after facing significant public disapproval.
The brief ad was developed via AI-generated video and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, commenters criticized the employment of AI in the film. Several described it as "disturbing" and "poorly edited".
"This experience is an key learning as we investigate the proper utilization of generative technology," commented a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that often go badly over the festive season, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Commercials that feature AI tools have become a growing phenomenon among prominent companies, notably for the holiday season.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: As clips created using current AI video tools are susceptible to distort the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the production sector, with some observers stating it might reduce opportunities for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the reception for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise encountered scrutiny for using AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The episode illustrates the evolving debate within the marketing and production sectors about the balance between technological innovation and audience reception.
