McDonald's has taken down a Christmas commercial created using generative AI after receiving considerable public disapproval.
The short spot was developed via AI-generated video and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters lambasted the employment of AI in the advert. A number of called it "creepy" and "jarringly assembled".
"This experience represents an valuable learning as we explore the appropriate utilization of AI," stated a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that can go wrong over the holidays, using the slogan "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that feature AI tools have become a increasing trend among large brands, notably for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments made with current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also raised concerns about job displacement in the advertising sector, with some commenters pointing out it might affect opportunities for production staff.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation took "over a month and a half" and involved creating "thousands of takes" which were then shaped afterward "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the reception for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from another major brand according to analysis received a significant "positive sentiment rating" from the public.
However, other businesses have likewise received criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The episode illustrates the evolving debate within the advertising and production sectors about the balance between AI efficiency and audience reception.
