McDonald's has removed a Christmas advert made using AI after receiving widespread online backlash.
The short spot was created with the help of generative AI clips and was first released online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Shortly after its release, audiences online denounced the employment of AI in the advert. Several called it "uncanny" and "poorly edited".
"This incident is an important learning as we investigate the appropriate application of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various things that often go badly during the Christmas break, under the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that feature generative AI have emerged as a rising phenomenon among large brands, especially for the holiday period.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since clips made using generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about job displacement in the advertising industry, with some commenters pointing out it might negatively impact opportunities for actors.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved producing "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from the public.
However, various brands have likewise encountered criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The situation illustrates the ongoing conversation within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
