McDonald's has taken down a Christmas advertisement created via generative AI after receiving considerable online backlash.
The 45-second spot was created via generative AI clips and was first released publicly for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters denounced the use of AI in the film. Many described it as "uncanny" and "poorly edited".
"This experience serves as an important learning as we explore the proper application of generative technology," said a representative from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that can go wrong during the festive season, using the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Adverts that include AI-created content have emerged as a increasing trend among prominent corporations, particularly for the Christmas campaign season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because segments made using current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The video also provoked worries about automation in the production industry, with some observers pointing out it could negatively impact opportunities for actors.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This was not an AI trick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from viewers.
However, various brands have likewise encountered backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The episode highlights the ongoing debate within the marketing and creative industries about the trade-off between new tools and creative integrity.
