McDonald's has pulled a holiday advertisement produced using generative AI following receiving widespread public disapproval.
The brief spot was developed with the help of generative AI clips and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, viewers on social media lambasted the employment of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This moment is an important lesson as we examine the proper application of Artificial Intelligence," stated a representative from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that might go awry during the festive season, using the tagline "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that include AI tools have become a growing phenomenon among large corporations, particularly for the Christmas season.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Technical Challenges: As clips made using current AI video tools are more likely to degrade the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The ad also provoked fears about job displacement in the advertising industry, with some critics pointing out it could affect work for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
She stated, the creation took "seven weeks" and involved producing "numerous versions" which were then shaped in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "We consider it a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a 61% "positive feedback" from the public.
However, several companies have likewise faced scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode illustrates the evolving discussion within the advertising and production industries about the balance between technological innovation and human craftsmanship.
