McDonald's has removed a Christmas commercial produced using generative AI after facing considerable online backlash.
The brief film was produced with the help of AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the commercial. Several described it as "creepy" and "poorly edited".
"This incident is an valuable lesson as we examine the appropriate application of AI," commented a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that might go awry over the holidays, under the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that include generative AI have emerged as a growing trend among large companies, notably for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: Since clips produced using current AI video tools are more likely to degrade the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the creative sector, with some critics noting it could affect work for production staff.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved creating "countless iterations" which were then edited afterward "just as we would on any standard production".
"This wasn't just an experiment," she said. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis received a significant "positive feedback" from viewers.
However, various brands have also encountered scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The situation highlights the ongoing discussion within the advertising and production sectors about the balance between technological innovation and audience reception.