McDonald's has pulled a Christmas advert produced using generative AI following receiving significant public disapproval.
The 45-second spot was developed with the help of generative AI clips and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters lambasted the employment of AI in the commercial. Several described it as "disturbing" and "poorly edited".
"This incident represents an important lesson as we explore the proper use of Artificial Intelligence," said a statement from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that often go badly during the festive season, under the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that feature generative AI have become a growing trend among large corporations, particularly for the Christmas period.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because clips produced using current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the production sector, with some critics noting it could reduce opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the creation required "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," she said. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was largely panned, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly received a 61% "positive feedback" from viewers.
However, several companies have likewise faced scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The situation illustrates the evolving conversation within the marketing and production sectors about the trade-off between technological innovation and audience reception.
