McDonald's has removed a Christmas advertisement made using generative AI after receiving widespread public disapproval.
The 45-second spot was produced using AI video tools and was initially released online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media lambasted the use of AI in the commercial. Many described it as "creepy" and "poorly edited".
"This moment serves as an important learning as we investigate the effective application of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly over the Christmas break, with the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that include AI tools have emerged as a increasing trend among major brands, especially for the Christmas period.
- Coca-Cola has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: As segments made with generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked fears about job displacement in the production industry, with some critics pointing out it could reduce opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved generating "thousands of takes" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from online commenters.
However, various brands have also faced criticism for using AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The episode illustrates the evolving debate within the marketing and production industries about the balance between new tools and human craftsmanship.