McDonald's has taken down a Christmas advert created with generative AI after receiving considerable public disapproval.
The short spot was created with the help of generative AI clips and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media criticized the use of AI in the commercial. Many called it "disturbing" and "jarringly assembled".
"This incident is an important learning as we explore the effective utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that can go wrong over the Christmas break, with the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that incorporate AI tools have emerged as a increasing trend among large brands, particularly for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Since clips made using current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also sparked concerns about automation in the production sector, with some observers noting it could negatively impact work for actors.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise encountered backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The incident illustrates the ongoing debate within the advertising and creative sectors about the trade-off between AI efficiency and creative integrity.
