McDonald's has pulled a Christmas advertisement created via generative AI following facing considerable public disapproval.
The 45-second film was produced with the help of generative AI clips and was first published publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Following its publication, audiences online lambasted the use of AI in the commercial. Several described it as "creepy" and "awkwardly stitched together".
"This moment represents an valuable lesson as we investigate the appropriate use of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly during the festive season, with the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that incorporate AI tools have emerged as a growing phenomenon among major companies, notably for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Inherent Limitations: Because videos produced using generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the creative industry, with some critics pointing out it could negatively impact work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the development required "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This was not an experiment," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a significant "positive feedback" from the public.
However, various brands have likewise received criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident underscores the evolving conversation within the marketing and production sectors about the balance between new tools and creative integrity.
