McDonald's has removed a Christmas advert produced via generative AI after encountering significant online backlash.
The short ad was created using AI video tools and was originally published online for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the implementation of AI in the film. A number of called it "disturbing" and "poorly edited".
"This incident represents an key lesson as we explore the proper utilization of AI," commented a statement from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that might go awry over the Christmas break, using the slogan "not the most wonderful time of the year".
The Trend of AI Commercials
Campaigns that feature AI-created content have become a increasing trend among major corporations, notably for the holiday period.
- Coca-Cola has similarly launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As clips created using current AI video tools are prone to degrade the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked fears about job displacement in the advertising sector, with some critics stating it could negatively impact opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a 61% "positive feedback" from the public.
However, various brands have likewise received backlash for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The situation highlights the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and audience reception.
