McDonald's has taken down a Christmas advertisement produced using generative AI following receiving widespread online backlash.
The brief film was produced with the help of generative AI clips and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online criticized the employment of AI in the advert. A number of described it as "uncanny" and "jarringly assembled".
"This moment serves as an valuable learning as we investigate the effective utilization of AI," said a representative from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that often go badly over the holidays, using the slogan "not the most wonderful time of the year".
The Movement of AI Commercials
Campaigns that include AI-created content have emerged as a rising trend among major brands, especially for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips produced using generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also provoked fears about automation in the production industry, with some critics noting it could negatively impact opportunities for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the creation required "seven weeks" and involved generating "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis achieved a significant "positive feedback" from online commenters.
However, several companies have likewise encountered backlash for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the evolving debate within the advertising and production sectors about the trade-off between technological innovation and creative integrity.
