McDonald's has taken down a Christmas commercial created with Artificial Intelligence following facing significant public disapproval.
The 45-second film was created via AI-generated video and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Following its publication, audiences online criticized the use of AI in the commercial. A number of described it as "disturbing" and "jarringly assembled".
"This experience serves as an important lesson as we examine the effective utilization of AI," commented a spokesperson from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that might go awry during the festive season, under the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that include generative AI have emerged as a increasing trend among major brands, particularly for the Christmas period.
- Coca-Cola has recently released consecutive AI-generated holiday commercials.
- Technical Challenges: As segments produced using current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also sparked worries about the replacement of human roles in the creative industry, with some critics stating it could affect work for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, several companies have also faced scrutiny for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The incident highlights the continuing debate within the advertising and production sectors about the balance between new tools and audience reception.
