McDonald's has pulled a Christmas advertisement produced using generative AI after encountering widespread online backlash.
The 45-second spot was produced via AI-generated video and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This moment represents an valuable learning as we investigate the effective application of AI," commented a representative from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that might go awry over the holidays, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include AI tools have emerged as a growing phenomenon among large companies, especially for the holiday season.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because videos produced with current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also raised fears about the replacement of human roles in the production industry, with some critics stating it might affect work for actors.
Defense from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, other businesses have also received backlash for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The episode highlights the evolving discussion within the marketing and creative industries about the balance between new tools and audience reception.
