McDonald's has taken down a Christmas advertisement produced using generative AI after receiving considerable online backlash.
The brief film was produced via AI-generated video and was initially released online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online criticized the use of AI in the commercial. Many described it as "creepy" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the proper utilization of AI," said a statement from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly during the holidays, using the theme "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that feature AI tools have emerged as a growing phenomenon among major corporations, especially for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Technical Challenges: As clips created using generative AI are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also provoked concerns about automation in the production sector, with some critics stating it might negatively impact opportunities for camera crews.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the production process required "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was mostly panned, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly garnered a 61% "favorable response" from online commenters.
However, various brands have also encountered backlash for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The episode illustrates the evolving discussion within the marketing and production sectors about the trade-off between technological innovation and creative integrity.
