McDonald's has removed a Christmas commercial created with generative AI following facing considerable criticism on social media.
The 45-second spot was produced using AI-generated video and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online lambasted the employment of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This moment represents an important lesson as we examine the proper application of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly during the holidays, under the tagline "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Campaigns that feature AI tools have become a rising trend among major corporations, notably for the holiday season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since segments made using generative AI are more likely to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the advertising sector, with some critics noting it could affect work for actors.
Response from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the production process took "seven weeks" and involved producing "thousands of takes" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly received a significant "favorable response" from the public.
However, various brands have also encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The incident highlights the evolving conversation within the marketing and creative sectors about the balance between technological innovation and audience reception.
