McDonald's has taken down a Christmas advert produced via generative AI following receiving significant online backlash.
The short film was produced using AI-generated video and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media criticized the employment of AI in the advert. A number of labeled it "disturbing" and "poorly edited".
"This moment is an important lesson as we examine the proper application of AI," stated a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that might go awry during the Christmas break, with the tagline "the worst time of the year".
A Growing Movement of AI Commercials
Adverts that incorporate generative AI have emerged as a growing trend among large corporations, particularly for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Technical Challenges: As segments produced using generative AI are prone to degrade the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the creative industry, with some critics pointing out it could reduce opportunities for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the production process required "over a month and a half" and involved producing "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a significant "favorable response" from viewers.
However, other businesses have likewise faced backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The incident highlights the evolving conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
