McDonald's has pulled a Christmas advert made via generative AI following facing widespread criticism on social media.
The brief spot was developed via generative AI clips and was originally released online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This experience represents an valuable lesson as we investigate the proper use of generative technology," stated a statement from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry over the festive season, using the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a increasing phenomenon among prominent brands, notably for the Christmas period.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since segments created using generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also raised concerns about automation in the creative industry, with some observers stating it could reduce work for actors.
Response from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, various brands have also encountered criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The situation underscores the evolving debate within the advertising and production industries about the balance between new tools and human craftsmanship.
