McDonald's has taken down a Christmas advert made with generative AI after facing considerable online backlash.
The brief spot was developed via generative AI clips and was originally published online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online criticized the employment of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an important learning as we explore the proper application of AI," commented a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly over the holidays, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Commercials that feature AI tools have emerged as a growing trend among prominent brands, especially for the Christmas season.
- Coca-Cola has recently launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since clips created using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the advertising sector, with some commenters stating it could affect work for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved creating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an experiment," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, various brands have likewise received scrutiny for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident underscores the evolving discussion within the marketing and creative industries about the balance between AI efficiency and human craftsmanship.
