McDonald's has taken down a Christmas advertisement produced using generative AI after receiving considerable online backlash.
The short spot was developed using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online denounced the use of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This experience is an valuable lesson as we explore the effective utilization of AI," said a spokesperson from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various things that often go badly over the holidays, under the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI-created content have emerged as a rising trend among large brands, particularly for the holiday season.
- Another beverage giant has recently launched consecutive AI-created holiday ads.
- Inherent Limitations: Because videos created using generative AI are susceptible to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the production industry, with some commenters pointing out it could reduce work for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "over a month and a half" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from the public.
However, various brands have also encountered backlash for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The episode underscores the continuing debate within the advertising and production industries about the trade-off between AI efficiency and human craftsmanship.
