McDonald's has taken down a Christmas advertisement created using AI after facing widespread public disapproval.
The 45-second spot was developed via generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This incident is an valuable lesson as we investigate the effective utilization of Artificial Intelligence," commented a statement from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that often go badly over the Christmas break, with the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include generative AI have emerged as a rising trend among prominent corporations, especially for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because videos made using current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the creative industry, with some commenters noting it could negatively impact opportunities for production staff.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, defended the project.
She stated, the development required "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an experiment," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, several companies have also encountered criticism for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The episode underscores the continuing discussion within the marketing and production industries about the trade-off between new tools and creative integrity.
