McDonald's has pulled a Christmas advert created via generative AI after facing considerable criticism on social media.
The brief ad was created using AI video tools and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This incident serves as an valuable learning as we investigate the proper utilization of AI," commented a statement from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong over the festive season, with the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Commercials that incorporate AI tools have become a increasing phenomenon among large companies, especially for the holiday season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Since clips made using current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked fears about automation in the advertising industry, with some observers noting it could affect opportunities for production staff.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an experiment," she said. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from another major brand reportedly garnered a significant "favorable response" from the public.
However, several companies have likewise encountered scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The episode highlights the continuing discussion within the advertising and creative sectors about the balance between new tools and creative integrity.
