McDonald's has removed a Christmas advertisement made with AI following facing widespread public disapproval.
The short ad was produced with the help of generative AI clips and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Following its publication, commenters lambasted the employment of AI in the film. A number of labeled it "uncanny" and "jarringly assembled".
"This moment represents an important learning as we investigate the effective application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly during the Christmas break, with the tagline "the most terrible time of the year".
The Trend of AI Commercials
Commercials that feature generative AI have become a growing trend among prominent corporations, particularly for the holiday season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since clips created using generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked worries about automation in the production sector, with some commenters stating it might negatively impact opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "over a month and a half" and involved producing "thousands of takes" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have also received backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The episode underscores the continuing debate within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
