McDonald's has taken down a Christmas advertisement produced with generative AI following receiving widespread criticism on social media.
The 45-second film was developed with the help of AI-generated video and was originally released publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This incident serves as an key learning as we examine the appropriate application of Artificial Intelligence," stated a representative from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that often go badly over the festive season, using the slogan "the worst time of the year".
A Growing Movement of AI Commercials
Adverts that include AI-created content have become a increasing trend among large corporations, particularly for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated Christmas ads.
- Technical Challenges: Since clips produced with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked worries about automation in the creative industry, with some commenters stating it could affect opportunities for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the development required "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a significant "positive feedback" from online commenters.
However, various brands have likewise received backlash for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The incident highlights the evolving conversation within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
