McDonald's has taken down a Christmas advert created with AI following facing significant online backlash.
The 45-second ad was developed via AI-generated video and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media criticized the use of AI in the film. Many labeled it "creepy" and "awkwardly stitched together".
"This experience is an valuable lesson as we investigate the appropriate application of AI," said a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that can go wrong during the festive season, with the slogan "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI tools have emerged as a rising phenomenon among prominent brands, particularly for the holiday season.
- Another beverage giant has recently released consecutive AI-generated holiday ads.
- Technical Challenges: Because clips created using generative AI are more likely to distort the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised fears about automation in the advertising sector, with some critics stating it might reduce opportunities for production staff.
Defense from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "seven weeks" and involved creating "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI trick," she commented. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the response for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis garnered a 61% "favorable response" from viewers.
However, several companies have likewise faced scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The incident highlights the evolving conversation within the marketing and creative industries about the trade-off between new tools and human craftsmanship.
