McDonald's has taken down a Christmas advert created via generative AI after encountering significant online backlash.
The short ad was created using AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, audiences online lambasted the use of AI in the film. Several labeled it "disturbing" and "awkwardly stitched together".
"This moment serves as an important learning as we explore the appropriate application of generative technology," stated a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry over the festive season, under the slogan "the most terrible time of the year".
A Growing Trend of AI in Advertising
Campaigns that incorporate generative AI have become a growing phenomenon among prominent companies, especially for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Technical Challenges: As segments created using generative AI are susceptible to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the production sector, with some observers pointing out it might negatively impact opportunities for production staff.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This wasn't just an AI trick," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was predominantly panned, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly garnered a 61% "favorable response" from the public.
However, several companies have also received backlash for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The situation underscores the evolving debate within the marketing and creative sectors about the balance between new tools and human craftsmanship.
