McDonald's has taken down a Christmas advertisement produced using AI after receiving considerable public disapproval.
The brief ad was created using generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the film. A number of described it as "creepy" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the appropriate use of generative technology," said a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry over the Christmas break, under the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that include AI-created content have become a increasing trend among prominent brands, especially for the Christmas season.
- Coca-Cola has also launched consecutive AI-created holiday commercials.
- Inherent Limitations: Because videos created using current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the production sector, with some observers noting it could negatively impact work for camera crews.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a significant "positive feedback" from online commenters.
However, various brands have also encountered backlash for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The situation highlights the evolving debate within the advertising and production sectors about the balance between AI efficiency and audience reception.
