McDonald's has taken down a Christmas advert made with AI following facing considerable online backlash.
The short ad was produced via generative AI clips and was initially published online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the advert. Several labeled it "disturbing" and "jarringly assembled".
"This experience is an valuable learning as we examine the proper application of generative technology," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly during the festive season, with the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that feature generative AI have emerged as a increasing phenomenon among prominent companies, particularly for the Christmas period.
- Coca-Cola has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: Because videos made with current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The video also sparked concerns about automation in the production sector, with some commenters noting it might affect opportunities for production staff.
Response from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved producing "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a significant "positive sentiment rating" from the public.
However, several companies have also encountered scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The incident underscores the evolving conversation within the marketing and creative industries about the trade-off between new tools and creative integrity.
