McDonald's has pulled a Christmas advert produced using generative AI following encountering considerable online backlash.
The brief ad was created via AI-generated video and was initially released publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. A number of described it as "uncanny" and "jarringly assembled".
"This moment is an key learning as we investigate the appropriate utilization of generative technology," commented a representative from the company.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various things that can go wrong over the holidays, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI-created content have become a rising phenomenon among major brands, notably for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Because videos created using generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the creative industry, with some critics noting it could reduce work for actors.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process required "seven weeks" and involved generating "numerous versions" which were then crafted 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."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the response for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, various brands have also encountered criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation illustrates the evolving debate within the marketing and creative sectors about the trade-off between technological innovation and creative integrity.
