McDonald's has pulled a Christmas advert produced via AI following receiving significant criticism on social media.
The 45-second film was created via AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the film. Many labeled it "creepy" and "jarringly assembled".
"This incident is an important learning as we examine the appropriate application of generative technology," said a representative from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that can go wrong over the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI-created content have become a growing phenomenon among prominent corporations, especially for the holiday campaign season.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Technical Challenges: Since clips created with generative AI are prone to degrade the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the production industry, with some commenters stating it might affect work for camera crews.
Defense from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process took "seven weeks" and involved generating "countless iterations" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely panned, the reception for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a significant "positive feedback" from online commenters.
However, various brands have likewise received criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The incident highlights the ongoing discussion within the marketing and creative industries about the balance between AI efficiency and creative integrity.
