McDonald's has pulled a Christmas commercial made via AI after encountering considerable online backlash.
The short ad was created via AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. A number of called it "uncanny" and "poorly edited".
"This experience serves as an important lesson as we explore the appropriate application of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong over the holidays, under the tagline "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that include generative AI have become a growing trend among major brands, notably for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: As segments made with generative AI are prone to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about job displacement in the advertising industry, with some observers noting it might negatively impact opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved producing "countless iterations" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, various brands have likewise received criticism for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the continuing discussion within the advertising and creative sectors about the trade-off between technological innovation and audience reception.
