McDonald's has taken down a Christmas commercial produced using generative AI following facing significant public disapproval.
The brief film was produced with the help of AI video tools and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online lambasted the employment of AI in the film. Several described it as "uncanny" and "poorly edited".
"This experience is an valuable learning as we investigate the effective application of generative technology," said a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that can go wrong during the festive season, using the theme "the most terrible time of the year".
The Movement of AI in Advertising
Adverts that incorporate AI tools have emerged as a increasing trend among large brands, especially for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since videos made using generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked worries about automation in the production sector, with some observers pointing out it could affect opportunities for camera crews.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved generating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an experiment," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly received a significant "positive sentiment rating" from viewers.
However, various brands have likewise faced backlash for using AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The episode illustrates the evolving discussion within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
