McDonald's has removed a Christmas advertisement created using AI after facing considerable public disapproval.
The short ad was produced with the help of AI video tools and was first uploaded online for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters criticized the use of AI in the commercial. Many described it as "disturbing" and "awkwardly stitched together".
"This moment serves as an important learning as we investigate the appropriate application of AI," said a representative from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that can go wrong during the holidays, using the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate AI tools have become a growing phenomenon among large companies, particularly for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: As segments made with generative AI are prone to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also raised fears about automation in the creative industry, with some observers noting it might affect work for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the development required "over a month and a half" and involved generating "countless iterations" which were then shaped afterward "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly achieved a 61% "favorable response" from the public.
However, several companies have likewise faced scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The incident illustrates the ongoing conversation within the marketing and production industries about the trade-off between new tools and creative integrity.
