McDonald's has removed a Christmas advert produced with generative AI after facing widespread online backlash.
The short spot was created using AI-generated video and was originally published online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters lambasted the use of AI in the commercial. A number of called it "disturbing" and "jarringly assembled".
"This experience is an key learning as we explore the appropriate utilization of generative technology," said a statement from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly during the festive season, with the theme "the most terrible time of the year".
The Movement of AI-Generated Ads
Adverts that feature AI-created content have become a growing trend among large companies, especially for the holiday period.
- Coca-Cola has recently released consecutive AI-created Christmas commercials.
- Technical Challenges: As segments produced with generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about automation in the advertising industry, with some observers stating it could reduce opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the creation took "seven weeks" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly received a significant "positive sentiment rating" from viewers.
However, various brands have also encountered scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The situation underscores the evolving debate within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
