McDonald's has removed a Christmas advert made using generative AI following receiving widespread criticism on social media.
The short ad was produced with the help of generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This incident is an valuable learning as we explore the effective application of Artificial Intelligence," said a statement from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that often go badly during the festive season, using the slogan "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have become a growing phenomenon among large corporations, notably for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: As segments produced with generative AI are susceptible to distort the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also provoked concerns about automation in the production industry, with some critics pointing out it could reduce work for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly received a 61% "positive feedback" from the public.
However, other businesses have likewise faced backlash for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The episode underscores the evolving debate within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
