McDonald's has pulled a Christmas commercial created with Artificial Intelligence after receiving considerable public disapproval.
The short film was produced using generative AI clips and was first published online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters criticized the use of AI in the advert. Many called it "disturbing" and "poorly edited".
"This experience represents an valuable lesson as we investigate the appropriate application of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that might go awry during the festive season, under the theme "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a growing trend among prominent corporations, especially for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Since segments created with current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about job displacement in the advertising sector, with some observers noting it could negatively impact opportunities for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the production process took "over a month and a half" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI trick," she commented. "The result was a finished piece."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, various brands have also encountered scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The episode underscores the continuing debate within the advertising and creative sectors about the balance between technological innovation and audience reception.
