McDonald's has pulled a Christmas advert made via generative AI after receiving considerable public disapproval.
The brief spot was developed with the help of AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters lambasted the employment of AI in the film. Several labeled it "uncanny" and "jarringly assembled".
"This experience is an valuable learning as we investigate the proper utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various situations that often go badly over the festive season, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that feature generative AI have become a rising trend among prominent brands, especially for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Inherent Limitations: Since segments created using current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also sparked worries about automation in the production sector, with some commenters pointing out it might reduce work for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "It was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have also received scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The situation highlights the continuing debate within the marketing and production sectors about the trade-off between technological innovation and creative integrity.
