McDonald's has taken down a Christmas advertisement produced with AI following encountering widespread online backlash.
The brief ad was created using generative AI clips and was initially released online for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This experience represents an valuable learning as we examine the appropriate application of generative technology," commented a statement from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various situations that might go awry over the festive season, under the theme "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that feature generative AI have emerged as a rising trend among large companies, particularly for the Christmas campaign season.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because videos created with current AI video tools are susceptible to become unstable the longer they run, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also provoked fears about job displacement in the advertising industry, with some commenters stating it might affect work for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't an experiment," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the sentiment for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, various brands have also faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The episode underscores the continuing debate within the advertising and production industries about the balance between technological innovation and creative integrity.
