McDonald's has pulled a Christmas commercial made using Artificial Intelligence after facing widespread public disapproval.
The short ad was produced with the help of generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Following its publication, viewers on social media denounced the implementation of AI in the advert. A number of called it "creepy" and "jarringly assembled".
"This experience is an valuable learning as we investigate the appropriate use of Artificial Intelligence," stated a representative from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that can go wrong during the festive season, with the slogan "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate AI tools have become a rising trend among large companies, especially for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: As videos made using generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also provoked concerns about automation in the advertising sector, with some critics pointing out it could reduce opportunities for actors.
Defense from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the production process took "seven weeks" and involved creating "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This was not an experiment," she commented. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, various brands have likewise faced backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The situation illustrates the continuing conversation within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
