McDonald's has taken down a Christmas advertisement created via generative AI after receiving significant criticism on social media.
The short spot was developed via AI-generated video and was originally released online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, audiences online criticized the implementation of AI in the film. Many called it "creepy" and "jarringly assembled".
"This moment serves as an valuable lesson as we examine the effective application of generative technology," stated a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that might go awry during the festive season, using the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature generative AI have become a growing trend among major corporations, especially for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated holiday ads.
- Inherent Limitations: As clips produced with generative AI are susceptible to distort the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about automation in the advertising sector, with some critics pointing out it might affect work for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "in the same way we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a 61% "favorable response" from the public.
However, other businesses have likewise encountered backlash for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation illustrates the evolving conversation within the advertising and creative industries about the trade-off between technological innovation and audience reception.
