McDonald's has taken down a Christmas commercial made via Artificial Intelligence after receiving considerable criticism on social media.
The 45-second ad was developed via AI-generated video and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Following its publication, commenters denounced the use of AI in the advert. A number of described it as "creepy" and "awkwardly stitched together".
"This moment is an key lesson as we explore the proper use of AI," said a representative from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that might go awry during the holidays, using the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have become a growing trend among prominent companies, particularly for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since videos made with current AI video tools are susceptible to distort the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the production sector, with some observers noting it might reduce work for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "seven weeks" and involved creating "countless iterations" which were then shaped in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was largely panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from viewers.
However, several companies have also received backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The episode highlights the evolving discussion within the advertising and production industries about the trade-off between technological innovation and audience reception.
