McDonald's has taken down a Christmas advertisement produced using AI following encountering widespread public disapproval.
The short ad was created with the help of AI video tools and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters criticized the use of AI in the advert. Many described it as "creepy" and "jarringly assembled".
"This experience serves as an valuable lesson as we examine the appropriate use of AI," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that can go wrong during the holidays, under the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Campaigns that include AI tools have emerged as a rising trend among prominent companies, especially for the holiday season.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Since videos produced using generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked worries about automation in the creative industry, with some commenters pointing out it might negatively impact work for actors.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a significant "favorable response" from online commenters.
However, several companies have also received backlash for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The situation illustrates the ongoing debate within the advertising and production industries about the trade-off between AI efficiency and creative integrity.
