McDonald's has taken down a Christmas advertisement created via generative AI following receiving significant online backlash.
The brief film was created via AI video tools and was initially published online for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the film. A number of described it as "uncanny" and "poorly edited".
"This incident represents an important learning as we investigate the effective application of AI," stated a statement from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that can go wrong during the holidays, using the theme "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that feature generative AI have emerged as a increasing trend among major brands, notably for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since clips created with current AI video tools are prone to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the advertising sector, with some commenters noting it could reduce opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the development required "over a month and a half" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly garnered a significant "favorable response" from viewers.
However, other businesses have likewise received scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The episode highlights the ongoing conversation within the advertising and creative industries about the trade-off between AI efficiency and audience reception.
