McDonald's has removed a Christmas advertisement created via AI following facing widespread public disapproval.
The 45-second spot was created via generative AI clips and was first released online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online criticized the implementation of AI in the film. Several described it as "uncanny" and "awkwardly stitched together".
"This incident serves as an key learning as we investigate the appropriate use of AI," said a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong during the Christmas break, under the theme "the most terrible time of the year".
The Movement of AI-Generated Ads
Adverts that feature AI-created content have emerged as a growing phenomenon among large corporations, notably for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips made with current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the creative industry, with some critics stating it might reduce opportunities for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly received a significant "positive feedback" from online commenters.
However, various brands have also received criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The situation highlights the evolving conversation within the marketing and creative sectors about the balance between technological innovation and human craftsmanship.
