McDonald's has taken down a Christmas commercial created via Artificial Intelligence after encountering considerable online backlash.
The brief film was produced with the help of generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online denounced the use of AI in the film. A number of described it as "creepy" and "poorly edited".
"This incident serves as an important lesson as we examine the appropriate use of AI," said a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various things that might go awry during the festive season, using the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that include generative AI have become a growing phenomenon among major companies, especially for the Christmas season.
- Coca-Cola has recently released back-to-back AI-created holiday ads.
- Inherent Limitations: Since clips produced with generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also provoked fears about automation in the production sector, with some critics noting it might reduce opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved generating "numerous versions" which were then shaped afterward "just as we would on any standard production".
"This wasn't just an experiment," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis achieved a 61% "favorable response" from online commenters.
However, various brands have also received backlash for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident highlights the evolving debate within the marketing and production industries about the trade-off between technological innovation and human craftsmanship.
