McDonald's has pulled a Christmas advertisement made via Artificial Intelligence after encountering considerable public disapproval.
The brief spot was created via generative AI clips and was originally released online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Following its publication, audiences online lambasted the use of AI in the advert. A number of labeled it "disturbing" and "awkwardly stitched together".
"This experience represents an important learning as we investigate the appropriate application of AI," said a spokesperson from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that might go awry over the holidays, with the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that incorporate AI tools have emerged as a rising trend among large corporations, especially for the Christmas season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: As videos produced with generative AI are prone to degrade the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the production industry, with some critics pointing out it might affect work for camera crews.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "seven weeks" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, several companies have likewise received backlash for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The situation illustrates the evolving debate within the marketing and production industries about the balance between AI efficiency and audience reception.
