McDonald's has pulled a Christmas commercial created with generative AI after receiving significant online backlash.
The 45-second ad was created using AI video tools and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, audiences online criticized the employment of AI in the advert. Several labeled it "uncanny" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the effective utilization of AI," commented a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various situations that can go wrong over the Christmas break, under the slogan "the worst time of the year".
The Trend of AI Commercials
Campaigns that feature generative AI have emerged as a increasing phenomenon among prominent companies, particularly for the Christmas campaign season.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because clips produced with current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also sparked worries about job displacement in the creative industry, with some observers stating it might negatively impact work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from online commenters.
However, several companies have also received backlash for using the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The episode underscores the ongoing discussion within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
