McDonald's has pulled a Christmas advert made via generative AI following facing significant online backlash.
The 45-second spot was developed with the help of AI video tools and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters denounced the implementation of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This experience represents an important lesson as we examine the appropriate use of generative technology," commented a statement from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that might go awry during the festive season, under the tagline "the worst time of the year".
The Movement of AI in Advertising
Campaigns that include generative AI have emerged as a growing trend among major corporations, especially for the holiday campaign season.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Because segments made with current AI video tools are prone to degrade the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked fears about automation in the advertising industry, with some critics pointing out it might affect work for camera crews.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "seven weeks" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly received a 61% "positive feedback" from viewers.
However, various brands have also faced scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The situation underscores the continuing debate within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
