McDonald's has taken down a Christmas advert created using AI after encountering significant public disapproval.
The short spot was developed via generative AI clips and was initially released online for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters denounced the employment of AI in the advert. Several labeled it "uncanny" and "jarringly assembled".
"This moment is an key lesson as we investigate the effective use of Artificial Intelligence," stated a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the festive season, under the tagline "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that include AI tools have emerged as a rising trend among prominent brands, notably for the Christmas period.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Technical Challenges: Because videos made using current AI video tools are more likely to degrade the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about automation in the production sector, with some observers pointing out it could reduce opportunities for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly achieved a 61% "positive feedback" from online commenters.
However, various brands have also received backlash for using AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The episode underscores the continuing debate within the advertising and creative industries about the trade-off between AI efficiency and audience reception.
