McDonald's has removed a Christmas advert created via generative AI following encountering significant online backlash.
The brief ad was produced using AI video tools and was initially released online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, viewers on social media denounced the use of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This experience is an key learning as we investigate the appropriate utilization of AI," commented a statement from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly during the festive season, using the slogan "the worst time of the year".
The Trend of AI in Advertising
Campaigns that include AI tools have emerged as a growing phenomenon among prominent corporations, particularly for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated holiday ads.
- Technical Challenges: Since clips created using current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The video also provoked fears about automation in the advertising sector, with some critics stating it could affect opportunities for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't an experiment," she said. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The situation illustrates the continuing debate within the marketing and production sectors about the balance between new tools and human craftsmanship.
