McDonald's has removed a Christmas advert made via generative AI after facing considerable public disapproval.
The brief film was developed with the help of AI video tools and was originally published online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the film. Several called it "uncanny" and "awkwardly stitched together".
"This experience serves as an valuable learning as we examine the effective utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Campaigns that feature AI-created content have emerged as a rising phenomenon among large companies, especially for the holiday season.
- Coca-Cola has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: Because segments created using generative AI are susceptible to degrade the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The video also provoked worries about job displacement in the production industry, with some commenters stating it could reduce work for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the development required "seven weeks" and involved creating "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a film."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a significant "favorable response" from the public.
However, several companies have likewise received backlash for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "disturbing".
The incident highlights the ongoing conversation within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
