McDonald's Netherlands Pulls AI-Generated Christmas Ad After Backlash.
McDonald's has pulled a holiday commercial made using AI after encountering widespread criticism on social media.
The brief spot was created with the help of AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the commercial. Several labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an key lesson as we examine the effective use of generative technology," said a spokesperson from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that might go awry over the festive season, with the tagline "the most terrible time of the year".
The Phenomenon of AI in Advertising
Adverts that feature AI-created content have become a growing trend among major corporations, notably for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos created with current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the production sector, with some commenters pointing out it might reduce opportunities for actors.
Defense from the Creators
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't an experiment," she commented. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly received a 61% "positive sentiment rating" from viewers.
However, various brands have likewise received criticism for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The incident illustrates the continuing conversation within the marketing and production industries about the trade-off between new tools and creative integrity.
