McDonald's has removed a Christmas advert created with AI following receiving significant criticism on social media.
The brief ad was produced via AI-generated video and was first published online for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online criticized the use of AI in the film. Several described it as "uncanny" and "poorly edited".
"This moment represents an important lesson as we explore the proper use of generative technology," commented a statement from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry over the holidays, with the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that include AI-created content have emerged as a growing phenomenon among major corporations, notably for the Christmas period.
- Another beverage giant has similarly released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since videos created using current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked concerns about automation in the production sector, with some commenters noting it could negatively impact opportunities for actors.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," she said. "The result was a film."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise received scrutiny for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The situation highlights the continuing discussion within the advertising and creative industries about the trade-off between AI efficiency and audience reception.
