McDonald's has pulled a Christmas advertisement made using Artificial Intelligence following facing significant online backlash.
The brief film was created using generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online criticized the implementation of AI in the film. Many described it as "disturbing" and "jarringly assembled".
"This moment serves as an valuable lesson as we investigate the proper utilization of generative technology," stated a statement from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various things that often go badly over the festive season, with the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature AI tools have emerged as a growing trend among large companies, notably for the holiday season.
- Coca-Cola has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: As videos produced using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about the replacement of human roles in the production sector, with some critics stating it could negatively impact opportunities for actors.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the development took "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an experiment," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a significant "positive feedback" from online commenters.
However, various brands have likewise received scrutiny for using AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The episode underscores the continuing conversation within the marketing and production sectors about the trade-off between new tools and human craftsmanship.
