McDonald's has removed a Christmas advert created with Artificial Intelligence following receiving widespread online backlash.
The brief spot was developed using generative AI clips and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Following its publication, audiences online criticized the use of AI in the commercial. Many called it "uncanny" and "poorly edited".
"This experience serves as an valuable learning as we explore the appropriate use of generative technology," said a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong during the festive season, with the slogan "the worst time of the year".
The Trend of AI Commercials
Campaigns that include generative AI have become a increasing trend among prominent companies, especially for the holiday season.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Because clips made using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked fears about automation in the creative industry, with some observers noting it might affect opportunities for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't an experiment," she said. "The result was a film."
Divisive Public Reception
While the McDonald's commercial was largely panned, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis garnered a 61% "favorable response" from viewers.
However, various brands have likewise received criticism for using the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The episode underscores the ongoing discussion within the advertising and production industries about the trade-off between AI efficiency and audience reception.
