McDonald's has removed a Christmas advertisement made via generative AI following encountering widespread public disapproval.
The brief film was produced using generative AI clips and was originally released online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Following its publication, viewers on social media denounced the use of AI in the film. A number of called it "uncanny" and "jarringly assembled".
"This moment represents an important learning as we explore the appropriate utilization of AI," said a representative from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly during the holidays, using the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Campaigns that incorporate AI tools have emerged as a increasing phenomenon among major brands, notably for the Christmas campaign season.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Inherent Limitations: As videos made using generative AI are more likely to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the advertising sector, with some critics stating it might reduce work for camera crews.
Response from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an AI gimmick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the response for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, other businesses have likewise encountered backlash for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident illustrates the ongoing debate within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
