McDonald's has removed a Christmas commercial created with Artificial Intelligence after facing significant public disapproval.
The brief film was produced with the help of AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the commercial. Many labeled it "creepy" and "poorly edited".
"This moment serves as an valuable lesson as we examine the proper utilization of Artificial Intelligence," commented a statement from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong over the holidays, under the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Adverts that incorporate AI-created content have become a growing phenomenon among prominent companies, notably for the holiday campaign season.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Since videos created with generative AI are more likely to degrade the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the creative industry, with some critics stating it could affect opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis received a significant "positive feedback" from viewers.
However, other businesses have also received scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The situation underscores the continuing conversation within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
