McDonald's has taken down a Christmas commercial produced via AI following receiving considerable criticism on social media.
The brief ad was developed using generative AI clips and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This moment serves as an key lesson as we examine the appropriate use of generative technology," stated a statement from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that often go badly over the Christmas break, with the tagline "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI tools have become a increasing phenomenon among prominent corporations, notably for the holiday season.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos made with current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about automation in the production industry, with some observers noting it might reduce opportunities for actors.
Defense from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved producing "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI trick," she said. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from the public.
However, various brands have likewise received backlash for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The situation highlights the evolving discussion within the advertising and creative industries about the balance between AI efficiency and creative integrity.
