McDonald's has pulled a Christmas advert created via AI following receiving widespread public disapproval.
The short film was created using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online criticized the employment of AI in the film. Several called it "uncanny" and "awkwardly stitched together".
"This experience serves as an valuable learning as we investigate the proper utilization of AI," commented a representative from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry over the festive season, using the theme "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Commercials that feature AI-created content have become a growing phenomenon among major corporations, especially for the holiday period.
- Coca-Cola has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: As clips made using current AI video tools are prone to degrade the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the creative sector, with some observers noting it could affect opportunities for production staff.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "over a month and a half" and involved generating "thousands of takes" which were then edited afterward "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from viewers.
However, various brands have also received scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The episode underscores the continuing discussion within the marketing and production industries about the balance between technological innovation and audience reception.
