McDonald's has pulled a Christmas advertisement produced with Artificial Intelligence after facing considerable public disapproval.
The short ad was created via generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters criticized the use of AI in the film. Many described it as "disturbing" and "awkwardly stitched together".
"This incident represents an key learning as we examine the effective utilization of AI," commented a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry during the holidays, using the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature generative AI have emerged as a increasing phenomenon among major corporations, notably for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because segments created with current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also provoked fears about job displacement in the production sector, with some commenters stating it might affect work for production staff.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved producing "numerous versions" which were then edited afterward "just as we would on any traditional production".
"This was not an AI trick," she commented. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was mostly panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a significant "positive feedback" from viewers.
However, other businesses have also encountered scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The episode underscores the evolving conversation within the advertising and production industries about the balance between new tools and audience reception.
