McDonald's has removed a Christmas advertisement made via generative AI after facing considerable criticism on social media.
The 45-second film was created with the help of AI video tools and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. Many called it "uncanny" and "jarringly assembled".
"This incident is an important learning as we explore the appropriate use of generative technology," said a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry during the festive season, using the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that include AI tools have emerged as a rising phenomenon among large brands, particularly for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-generated holiday ads.
- Technical Challenges: As segments made using generative AI are more likely to distort the longer they run, most such clips tend to be only short in length.
- Industry Concerns: The ad also raised concerns about automation in the advertising sector, with some commenters pointing out it could negatively impact work for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "seven weeks" and involved generating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This wasn't just an AI trick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly achieved a significant "favorable response" from the public.
However, other businesses have likewise faced scrutiny for using AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The situation underscores the continuing debate within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
