McDonald's has removed a Christmas advert created via Artificial Intelligence after receiving widespread online backlash.
The 45-second spot was produced with the help of generative AI clips and was originally published publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the film. Several described it as "creepy" and "jarringly assembled".
"This incident is an key lesson as we investigate the effective utilization of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that can go wrong over the Christmas break, using the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that include generative AI have emerged as a rising trend among large brands, especially for the holiday season.
- Coca-Cola has also released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since videos produced using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about automation in the advertising sector, with some commenters pointing out it might reduce work for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "over a month and a half" and involved generating "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This was not an AI trick," she said. "It was a film."
Divisive Public Reception
While the McDonald's commercial was largely panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday spot from another major brand according to analysis achieved a significant "favorable response" from the public.
However, other businesses have also faced scrutiny for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The episode highlights the ongoing debate within the marketing and production industries about the balance between technological innovation and human craftsmanship.
