McDonald's has removed a Christmas advertisement made via AI following receiving widespread public disapproval.
The 45-second film was developed via AI-generated video and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters criticized the use of AI in the film. Many labeled it "disturbing" and "awkwardly stitched together".
"This moment is an important lesson as we explore the effective application of AI," said a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly over the holidays, under the theme "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that include AI-created content have become a rising trend among major companies, especially for the Christmas season.
- Another beverage giant has recently launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: As segments created with current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about job displacement in the production sector, with some observers noting it could reduce opportunities for camera crews.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "countless iterations" which were then edited afterward "just as we would on any standard production".
"This wasn't just an experiment," she commented. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, various brands have also encountered scrutiny for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The episode highlights the evolving discussion within the advertising and production industries about the balance between technological innovation and creative integrity.
