McDonald's Removes AI-Created Holiday Commercial Following Online Criticism.
McDonald's has removed a Christmas advert made using generative AI following facing widespread online backlash.
The short film was developed via generative AI clips and was first released publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online denounced the use of AI in the film. Several called it "disturbing" and "awkwardly stitched together".
"This experience serves as an valuable lesson as we examine the effective application of AI," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that often go badly over the festive season, under the tagline "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that include AI tools have emerged as a increasing trend among major corporations, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Technical Challenges: As segments made with generative AI are more likely to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the production industry, with some critics stating it could affect work for camera crews.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This was not an AI trick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, various brands have also faced criticism for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The situation illustrates the evolving discussion within the marketing and production industries about the trade-off between technological innovation and audience reception.
