McDonald's has removed a Christmas advertisement produced with Artificial Intelligence after encountering significant criticism on social media.
The brief ad was developed using generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, commenters lambasted the implementation of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This incident represents an valuable lesson as we examine the appropriate use of generative technology," commented a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that often go badly during the holidays, with the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI-created content have become a growing phenomenon among major corporations, especially for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since videos created with generative AI are more likely to degrade the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the advertising sector, with some critics stating it could affect opportunities for production staff.
Defense from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the creation required "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from online commenters.
However, several companies have also faced criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The episode underscores the evolving conversation within the marketing and creative industries about the trade-off between new tools and creative integrity.
