McDonald's has pulled a Christmas advert created via AI after facing widespread criticism on social media.
The brief film was created via AI-generated video and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the commercial. Many called it "disturbing" and "jarringly assembled".
"This moment is an important lesson as we examine the appropriate application of generative technology," said a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong over the holidays, with the theme "the worst time of the year".
A Growing Trend of AI Commercials
Campaigns that include generative AI have become a rising trend among prominent companies, notably for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-created Christmas ads.
- Technical Challenges: Because clips made with current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Industry Concerns: The ad also provoked worries about the replacement of human roles in the advertising sector, with some observers stating it might negatively impact opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
Bridge claimed, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly received a 61% "favorable response" from the public.
However, various brands have also encountered backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "uncanny".
The episode illustrates the evolving discussion within the marketing and production sectors about the balance between technological innovation and audience reception.
