McDonald's has taken down a Christmas commercial created with generative AI after receiving significant criticism on social media.
The 45-second film was created via generative AI clips and was originally released publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This experience represents an valuable learning as we investigate the appropriate application of AI," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong during the Christmas break, with the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Campaigns that incorporate AI tools have become a growing phenomenon among large brands, especially for the Christmas season.
- Another beverage giant has also released consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments created with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the production sector, with some commenters pointing out it might reduce opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an experiment," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the response for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, various brands have likewise encountered criticism for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident highlights the ongoing discussion within the marketing and creative sectors about the trade-off between technological innovation and audience reception.
