McDonald's has removed a Christmas advert produced with generative AI after facing significant public disapproval.
The 45-second spot was created using AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Following its publication, audiences online lambasted the implementation of AI in the film. A number of described it as "disturbing" and "jarringly assembled".
"This moment represents an important lesson as we investigate the appropriate utilization of AI," commented a representative from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that often go badly during the holidays, using the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Campaigns that feature generative AI have become a rising trend among major corporations, particularly for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Inherent Limitations: As clips created with generative AI are prone to distort the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The video also provoked concerns about automation in the production industry, with some commenters stating it might reduce opportunities for actors.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process required "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an AI trick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a significant "positive feedback" from the public.
However, several companies have also faced backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The incident highlights the ongoing debate within the marketing and production sectors about the balance between technological innovation and audience reception.
