McDonald's has pulled a Christmas advert produced using AI after facing widespread public disapproval.
The brief film was created with the help of AI video tools and was originally uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the commercial. A number of labeled it "uncanny" and "awkwardly stitched together".
"This experience represents an important lesson as we investigate the proper utilization of Artificial Intelligence," stated a statement from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various things that can go wrong during the Christmas break, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Adverts that include generative AI have emerged as a increasing trend among prominent corporations, especially for the Christmas campaign season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since videos made using current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also provoked worries about automation in the creative sector, with some critics noting it could negatively impact work for production staff.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the development required "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from the public.
However, several companies have likewise encountered criticism for employing AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the evolving conversation within the advertising and creative industries about the trade-off between AI efficiency and audience reception.
