McDonald's has removed a Christmas advertisement produced via generative AI after encountering considerable online backlash.
The brief spot was created with the help of AI-generated video and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online denounced the use of AI in the film. A number of described it as "uncanny" and "jarringly assembled".
"This incident serves as an key learning as we explore the effective application of Artificial Intelligence," said a spokesperson from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that might go awry during the Christmas break, with the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a rising trend among prominent companies, particularly for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since segments created using current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the creative industry, with some observers noting it could negatively impact work for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from another major brand reportedly garnered a 61% "positive feedback" from the public.
However, several companies have also encountered backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The episode illustrates the evolving conversation within the marketing and creative sectors about the balance between new tools and creative integrity.
