McDonald's has removed a Christmas advertisement created with AI following receiving significant online backlash.
The brief film was developed with the help of AI video tools and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the film. Many described it as "uncanny" and "jarringly assembled".
"This moment serves as an key lesson as we investigate the proper utilization of AI," stated a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly during the holidays, under the theme "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI tools have emerged as a increasing trend among major corporations, especially for the holiday period.
- Coca-Cola has recently launched back-to-back AI-created holiday commercials.
- Technical Challenges: As videos produced with generative AI are prone to degrade the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the creative sector, with some critics pointing out it could negatively impact work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a 61% "positive feedback" from viewers.
However, various brands have likewise encountered criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The incident highlights the ongoing debate within the advertising and production sectors about the balance between new tools and creative integrity.
