McDonald's has taken down a Christmas advert created via generative AI following receiving widespread public disapproval.
The short spot was produced with the help of AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, commenters denounced the implementation of AI in the film. Several called it "uncanny" and "awkwardly stitched together".
"This moment is an important lesson as we explore the appropriate utilization of Artificial Intelligence," stated a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that might go awry during the festive season, under the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that include AI tools have become a increasing trend among major brands, particularly for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-generated holiday ads.
- Inherent Limitations: Because clips made with current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also sparked fears about job displacement in the advertising industry, with some critics pointing out it could negatively impact opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process took "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an experiment," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis received a significant "positive feedback" from the public.
However, various brands have likewise encountered criticism for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation illustrates the continuing conversation within the advertising and production industries about the balance between new tools and human craftsmanship.
