McDonald's has pulled a Christmas advert made via AI following encountering considerable public disapproval.
The brief spot was created with the help of AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Shortly after its release, commenters lambasted the use of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This incident represents an key learning as we investigate the proper utilization of Artificial Intelligence," said a statement from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that can go wrong over the holidays, under the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that include AI-created content have become a increasing phenomenon among major brands, especially for the Christmas period.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Technical Challenges: As clips created with generative AI are prone to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the advertising sector, with some observers noting it might negatively impact work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the creation required "over a month and a half" and involved producing "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't an AI gimmick," she said. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis achieved a 61% "favorable response" from the public.
However, various brands have likewise received criticism for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The situation highlights the evolving discussion within the advertising and production industries about the trade-off between new tools and audience reception.
