McDonald's has removed a Christmas advert produced using AI following encountering significant online backlash.
The brief ad was created via AI-generated video and was first released online for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the commercial. Several labeled it "uncanny" and "awkwardly stitched together".
"This experience represents an key learning as we investigate the proper utilization of generative technology," said a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that often go badly during the festive season, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a increasing phenomenon among prominent brands, particularly for the holiday campaign season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: As clips produced using generative AI are prone 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 provoked concerns about job displacement in the creative industry, with some observers pointing out it might affect work for production staff.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the production process took "seven weeks" and involved creating "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly garnered a 61% "favorable response" from online commenters.
However, other businesses have also encountered backlash for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The situation underscores the ongoing conversation within the advertising and production sectors about the balance between new tools and creative integrity.
