McDonald's has pulled a Christmas advertisement created with generative AI after receiving significant public disapproval.
The brief film was produced with the help of generative AI clips and was originally uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media criticized the use of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience is an valuable lesson as we examine the effective use of Artificial Intelligence," stated a spokesperson from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that might go awry over the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI-created content have emerged as a rising phenomenon among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because clips produced using current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also raised concerns about automation in the production industry, with some critics stating it might reduce work for actors.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the development required "seven weeks" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a significant "positive feedback" from online commenters.
However, various brands have likewise encountered criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The incident illustrates the ongoing conversation within the advertising and creative sectors about the balance between AI efficiency and audience reception.
