McDonald's has taken down a Christmas commercial produced via generative AI following encountering widespread public disapproval.
The short film was produced via AI video tools and was initially published online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media denounced the use of AI in the advert. Several labeled it "creepy" and "awkwardly stitched together".
"This incident represents an key lesson as we explore the appropriate use of AI," said a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong over the Christmas break, with the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Campaigns that include AI tools have become a rising phenomenon among major corporations, particularly for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips created using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the production industry, with some critics pointing out it could affect opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the development took "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This was not an AI trick," she said. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have likewise received backlash for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".
The situation highlights the continuing discussion within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
