McDonald's has pulled a Christmas commercial created using AI after encountering widespread online backlash.
The 45-second film was created with the help of generative AI clips and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online criticized the employment of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This incident is an key learning as we examine the proper utilization of AI," said a spokesperson from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a rising trend among large companies, especially for the holiday season.
- Coca-Cola has also released consecutive AI-created holiday ads.
- Technical Challenges: As segments produced with generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about automation in the production industry, with some observers stating it might reduce opportunities for camera crews.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process required "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an AI trick," she commented. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was mostly panned, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise received backlash for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The incident illustrates the evolving discussion within the advertising and production sectors about the balance between AI efficiency and creative integrity.
