McDonald's has taken down a Christmas commercial made with generative AI after facing widespread public disapproval.
The short film was created using AI video tools and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters lambasted the implementation of AI in the commercial. Many described it as "uncanny" and "jarringly assembled".
"This incident is an key lesson as we investigate the appropriate use of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various situations that can go wrong during the Christmas break, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Campaigns that include AI tools have emerged as a growing phenomenon among large brands, particularly for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: As clips created with current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised concerns about job displacement in the production industry, with some commenters stating it might negatively impact opportunities for camera crews.
Response from the Creators
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "over a month and a half" and involved generating "countless iterations" which were then edited during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis garnered a significant "favorable response" from online commenters.
However, various brands have likewise faced scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The situation highlights the ongoing debate within the marketing and production sectors about the balance between AI efficiency and creative integrity.
