McDonald's has taken down a Christmas advert made with generative AI following facing considerable public disapproval.
The 45-second spot was produced with the help of AI-generated video and was originally released publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online denounced the employment of AI in the advert. Several labeled it "creepy" and "jarringly assembled".
"This incident represents an important learning as we explore the appropriate application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong over the festive season, using the slogan "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that include AI tools have become a growing trend among large companies, notably for the Christmas period.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Technical Challenges: Because clips produced using current AI video tools are more likely to degrade the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised fears about automation in the advertising sector, with some commenters stating it could reduce opportunities for camera crews.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the development took "seven weeks" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a 61% "favorable response" from online commenters.
However, several companies have likewise received criticism for using AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident highlights the continuing conversation within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
