McDonald's has removed a Christmas advertisement produced using generative AI after facing significant online backlash.
The short spot was produced via AI-generated video and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Following its publication, audiences online criticized the use of AI in the advert. Many labeled it "uncanny" and "jarringly assembled".
"This incident serves as an valuable lesson as we investigate the appropriate use of AI," commented a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that might go awry over the festive season, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate AI tools have become a rising phenomenon among large brands, notably for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As videos created with generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the advertising sector, with some commenters noting it might affect opportunities for actors.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "seven weeks" and involved producing "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This was not an experiment," she said. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely panned, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly received a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise received criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The incident underscores the ongoing debate within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
