McDonald's has removed a Christmas advert made using generative AI following facing widespread public disapproval.
The short spot was created with the help of AI video tools and was first published publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online denounced the use of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This experience is an key lesson as we examine the proper utilization of AI," stated a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various things that often go badly during the Christmas break, using the tagline "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that include AI-created content have emerged as a increasing phenomenon among major corporations, notably for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-generated Christmas commercials.
- Technical Challenges: As clips produced using current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised worries about automation in the creative sector, with some observers stating it might negatively impact work for production staff.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a significant "favorable response" from the public.
However, various brands have also encountered criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The incident highlights the continuing discussion within the advertising and production industries about the trade-off between new tools and audience reception.
