McDonald's has removed a Christmas advertisement produced via generative AI after encountering widespread public disapproval.
The brief film was created via generative AI clips and was initially released online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the advert. A number of called it "disturbing" and "jarringly assembled".
"This moment is an valuable learning as we investigate the proper utilization of AI," said a spokesperson from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that often go badly over the festive season, using the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that include AI tools have emerged as a rising phenomenon among prominent companies, notably for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Technical Challenges: Since clips made using generative AI are prone to become unstable the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about automation in the production sector, with some critics noting it might negatively impact opportunities for actors.
Defense from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process took "over a month and a half" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, various brands have likewise received scrutiny for using the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation underscores the ongoing discussion within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
