McDonald's has pulled a Christmas advert made using generative AI after encountering widespread public disapproval.
The brief ad was developed with the help of generative AI clips and was initially uploaded online for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the employment of AI in the film. A number of called it "creepy" and "jarringly assembled".
"This moment is an valuable lesson as we examine the effective use of AI," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various things that often go badly during the Christmas break, using the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that incorporate AI-created content have emerged as a growing trend among major companies, notably for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since clips made with generative AI are prone to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the production sector, with some critics pointing out it might reduce opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, defended the project.
She stated, the development took "over a month and a half" and involved creating "thousands of takes" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis received a 61% "positive feedback" from the public.
However, other businesses have likewise faced scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident highlights the evolving discussion within the advertising and production sectors about the balance between AI efficiency and human craftsmanship.
