McDonald's has taken down a Christmas advertisement produced with AI following facing widespread online backlash.
The 45-second ad was developed using generative AI clips and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Following its publication, audiences online denounced the implementation of AI in the advert. Many described it as "disturbing" and "jarringly assembled".
"This incident represents an important learning as we explore the proper use of AI," stated a statement from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various situations that can go wrong over the festive season, with the slogan "the worst time of the year".
The Trend of AI Commercials
Campaigns that include generative AI have emerged as a increasing phenomenon among prominent companies, notably for the holiday campaign season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because videos created using generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the creative sector, with some observers stating it could affect opportunities for camera crews.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
She stated, the development required "seven weeks" and involved producing "numerous versions" which were then edited afterward "just as we would on any standard production".
"This wasn't an AI trick," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a 61% "favorable response" from the public.
However, various brands have likewise received backlash for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The episode highlights the ongoing debate within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
