McDonald's has removed a Christmas advert produced via generative AI following receiving significant online backlash.
The 45-second film was produced with the help of AI video tools and was originally released online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, commenters lambasted the implementation of AI in the advert. Many described it as "creepy" and "jarringly assembled".
"This experience is an important learning as we examine the effective utilization of AI," commented a statement from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry during the holidays, under the slogan "the worst time of the year".
The Trend of AI Commercials
Commercials that incorporate AI-created content have emerged as a growing trend among large corporations, notably for the Christmas season.
- Another beverage giant has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: Because clips produced with current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked concerns about automation in the creative sector, with some observers stating it might negatively impact opportunities for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from online commenters.
However, several companies have likewise received scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The situation underscores the evolving conversation within the marketing and production industries about the trade-off between technological innovation and creative integrity.
