McDonald's has taken down a Christmas commercial produced using AI following facing significant online backlash.
The brief film was developed using generative AI clips and was originally released online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Soon after it aired, audiences online denounced the employment of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This incident serves as an important learning as we examine the appropriate use of AI," said a statement from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that often go badly during the holidays, under the slogan "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that include generative AI have become a increasing trend among major corporations, notably for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: As segments made using current AI video tools are susceptible to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the production industry, with some critics stating it could affect opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development required "seven weeks" and involved generating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from another major brand according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have also faced backlash for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The situation illustrates the ongoing conversation within the advertising and creative sectors about the trade-off between new tools and audience reception.
