McDonald's has taken down a Christmas commercial created using AI after receiving considerable online backlash.
The short film was developed using generative AI clips and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the advert. Several labeled it "creepy" and "poorly edited".
"This moment serves as an key learning as we investigate the appropriate utilization of generative technology," commented a spokesperson from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly during the Christmas break, with the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Commercials that include generative AI have become a increasing trend among prominent brands, notably for the holiday period.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Inherent Limitations: As clips created using generative AI are more likely to degrade the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about job displacement in the advertising sector, with some observers pointing out it could affect opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an experiment," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday spot from another major brand according to analysis received a significant "favorable response" from viewers.
However, various brands have likewise encountered backlash for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The incident illustrates the ongoing debate within the marketing and production industries about the balance between new tools and audience reception.
