McDonald's has removed a Christmas commercial made via Artificial Intelligence following encountering widespread criticism on social media.
The short film was developed using AI-generated video and was first released online for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the commercial. Many called it "uncanny" and "awkwardly stitched together".
"This experience represents an key learning as we examine the effective use of AI," stated a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that often go badly during the Christmas break, under the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate generative AI have become a increasing phenomenon among major corporations, especially for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As clips produced with generative AI are more likely to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also provoked worries about the replacement of human roles in the creative sector, with some commenters stating it might negatively impact opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This was not an AI trick," she commented. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise encountered backlash for employing the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The incident highlights the continuing conversation within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
