McDonald's has pulled a Christmas advert created via AI following receiving considerable online backlash.
The 45-second film was developed via AI video tools and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, audiences online denounced the employment of AI in the commercial. A number of labeled it "disturbing" and "jarringly assembled".
"This incident represents an key learning as we investigate the effective application of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly over the holidays, with the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that feature generative AI have become a increasing phenomenon among major corporations, particularly for the Christmas season.
- Coca-Cola has also released consecutive AI-generated holiday commercials.
- Inherent Limitations: As clips produced using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also sparked worries about job displacement in the advertising industry, with some observers noting it might reduce opportunities for camera crews.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," she said. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis received a significant "favorable response" from online commenters.
However, various brands have also received backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident illustrates the continuing conversation within the advertising and production industries about the trade-off between new tools and creative integrity.
