McDonald's has taken down a Christmas commercial created with Artificial Intelligence after receiving significant criticism on social media.
The brief ad was developed with the help of generative AI clips and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the advert. Many described it as "disturbing" and "poorly edited".
"This moment is an valuable learning as we investigate the proper use of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry over the Christmas break, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature generative AI have become a increasing trend among major companies, notably for the Christmas campaign season.
- Coca-Cola has similarly released consecutive AI-generated Christmas ads.
- Technical Challenges: Since videos produced using current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about automation in the creative industry, with some observers stating it might negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the development took "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis achieved a 61% "favorable response" from online commenters.
However, various brands have likewise faced criticism for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The incident underscores the ongoing discussion within the advertising and creative sectors about the balance between AI efficiency and audience reception.
