McDonald's has removed a Christmas advertisement produced with generative AI following facing widespread public disapproval.
The short film was created with the help of AI video tools and was originally uploaded online for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the film. A number of described it as "uncanny" and "jarringly assembled".
"This moment serves as an important learning as we investigate the appropriate use of Artificial Intelligence," said a representative from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that might go awry during the festive season, under the theme "the worst time of the year".
A Growing Trend of AI in Advertising
Adverts that feature generative AI have become a rising phenomenon among major corporations, notably for the holiday season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: As segments created using current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the advertising industry, with some critics noting it might negatively impact opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI trick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise faced scrutiny for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The incident highlights the continuing conversation within the marketing and production industries about the balance between technological innovation and audience reception.
