McDonald's has pulled a Christmas advert produced using Artificial Intelligence after facing considerable public disapproval.
The brief ad was produced using AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the commercial. Many called it "uncanny" and "jarringly assembled".
"This experience is an key learning as we examine the appropriate use of generative technology," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that can go wrong over the Christmas break, under the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Commercials that feature generative AI have become a increasing phenomenon among large corporations, especially for the holiday season.
- Another beverage giant has recently released back-to-back AI-generated holiday commercials.
- Technical Challenges: As videos produced using current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the creative industry, with some commenters noting it could reduce opportunities for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "seven weeks" and involved producing "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This was not an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from another major brand according to analysis received a 61% "positive feedback" from online commenters.
However, various brands have likewise faced criticism for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The incident highlights the continuing discussion within the marketing and production industries about the trade-off between technological innovation and creative integrity.
