McDonald's has pulled a Christmas advert produced via AI after facing considerable online backlash.
The brief film was created via AI-generated video and was originally uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, audiences online criticized the employment of AI in the advert. A number of called it "creepy" and "awkwardly stitched together".
"This incident is an valuable lesson as we examine the proper use of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that might go awry over the holidays, under the tagline "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature generative AI have emerged as a rising phenomenon among major corporations, notably for the holiday season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because segments made with generative AI are more likely to distort the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also raised worries about automation in the creative sector, with some observers pointing out it might affect opportunities for actors.
Response from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, several companies have also faced backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The situation highlights the evolving debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
