McDonald's has taken down a Christmas commercial made via generative AI after encountering widespread online backlash.
The 45-second spot was created via AI video tools and was initially released online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online criticized the implementation of AI in the commercial. Many described it as "creepy" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the proper application of AI," said a representative from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that can go wrong during the Christmas break, using the slogan "the worst time of the year".
The Trend of AI in Advertising
Adverts that incorporate AI tools have become a increasing phenomenon among prominent corporations, particularly for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because videos produced using generative AI are prone to become unstable the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The video also raised worries about job displacement in the production industry, with some observers stating it might reduce work for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development required "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This was not an experiment," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive sentiment rating" from the public.
However, various brands have likewise received scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "uncanny".
The situation highlights the ongoing discussion within the advertising and production sectors about the balance between new tools and human craftsmanship.
