McDonald's has removed a Christmas advertisement created using generative AI following facing significant online backlash.
The 45-second ad was created via AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. Many called it "disturbing" and "jarringly assembled".
"This incident serves as an important learning as we explore the proper utilization of AI," stated a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that might go awry during the Christmas break, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI-created content have become a rising phenomenon among major brands, particularly for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-created Christmas commercials.
- Technical Challenges: Since clips created with generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the advertising sector, with some commenters stating it might reduce work for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the production process took "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an experiment," she said. "The result was a film."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have also faced scrutiny for using AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The incident highlights the ongoing debate within the advertising and creative sectors about the trade-off between new tools and creative integrity.
