McDonald's has taken down a Christmas commercial made via generative AI after encountering widespread criticism on social media.
The 45-second ad was produced using generative AI clips and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the use of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This moment is an key learning as we investigate the appropriate use of AI," stated a representative from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various things that can go wrong over the Christmas break, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include AI tools have emerged as a rising trend among prominent companies, notably for the Christmas season.
- Another beverage giant has also released consecutive AI-created holiday ads.
- Technical Challenges: As segments produced using current AI video tools are more likely to distort the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked fears about job displacement in the production sector, with some commenters pointing out it might reduce opportunities for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved creating "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly received a significant "positive feedback" from the public.
However, various brands have likewise faced criticism for using AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The situation illustrates the continuing debate within the advertising and production industries about the trade-off between AI efficiency and creative integrity.
