McDonald's has removed a Christmas commercial made with generative AI following receiving widespread public disapproval.
The 45-second spot was created via AI-generated video and was first released publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, audiences online criticized the implementation of AI in the advert. Many described it as "uncanny" and "awkwardly stitched together".
"This incident is an important lesson as we explore the appropriate utilization of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that might go awry during the festive season, using the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Campaigns that feature AI tools have become a rising trend among large corporations, notably for the holiday season.
- Coca-Cola has recently launched consecutive AI-generated holiday ads.
- Inherent Limitations: Because clips created with generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about job displacement in the creative industry, with some observers stating it could negatively impact work for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the development required "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a significant "favorable response" from the public.
However, several companies have likewise encountered scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The incident highlights the continuing conversation within the advertising and production sectors about the trade-off between technological innovation and audience reception.
