McDonald's has removed a Christmas advert created with generative AI following facing significant criticism on social media.
The short ad was developed using AI-generated video and was first published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Following its publication, commenters lambasted the employment of AI in the film. A number of labeled it "creepy" and "awkwardly stitched together".
"This moment is an valuable learning as we explore the appropriate application of generative technology," commented a statement from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that can go wrong during the holidays, using the slogan "the most terrible time of the year".
The Trend of AI Commercials
Adverts that include AI-created content have become a rising phenomenon among major companies, notably for the holiday campaign season.
- Coca-Cola has recently launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because segments made with current AI video tools are susceptible to distort the longer they run, most such clips tend to be only short in length.
- Broader Implications: The ad also provoked worries about automation in the creative industry, with some observers pointing out it might negatively impact opportunities for actors.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "seven weeks" and involved generating "countless iterations" which were then edited afterward "just as we would on any standard production".
"This wasn't just an AI gimmick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, several companies have likewise encountered backlash for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The episode underscores the evolving debate within the advertising and creative sectors about the balance between AI efficiency and audience reception.
