McDonald's Removes Artificial Intelligence Christmas Ad After Backlash.
The global fast-food chain has pulled a holiday commercial made via generative AI following receiving widespread criticism on social media.
The short film was created via generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the advert. Many labeled it "disturbing" and "poorly edited".
"This moment serves as an important learning as we investigate the proper use of generative technology," stated a representative from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry over the Christmas break, under the tagline "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a growing trend among major companies, particularly for the Christmas period.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: As segments made using generative AI are prone to distort the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the production industry, with some commenters pointing out it might affect work for production staff.
Response from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved creating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly received a significant "positive sentiment rating" from viewers.
However, various brands have also received scrutiny for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation illustrates the continuing conversation within the advertising and production industries about the trade-off between new tools and creative integrity.
