McDonald's has taken down a Christmas commercial made using Artificial Intelligence following facing considerable criticism on social media.
The short spot was created via AI-generated video and was first released online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This moment represents an important learning as we explore the appropriate utilization of AI," stated a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that can go wrong during the holidays, using the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a growing phenomenon among large companies, particularly for the holiday period.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Because segments made with generative AI are more likely to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the production sector, with some critics stating it might affect work for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the development required "over a month and a half" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the response for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, several companies have also faced scrutiny for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The episode underscores the continuing debate within the marketing and production sectors about the balance between new tools and human craftsmanship.
