McDonald's has taken down a Christmas advertisement made using Artificial Intelligence after facing significant public disapproval.
The short film was developed with the help of generative AI clips and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online denounced the use of AI in the film. A number of called it "creepy" and "poorly edited".
"This moment serves as an valuable lesson as we investigate the appropriate application of AI," said a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly during the holidays, under the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that incorporate generative AI have become a rising phenomenon among large brands, particularly for the holiday season.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Since videos created with current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked concerns about job displacement in the production industry, with some critics pointing out it could negatively impact work for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
She stated, the production process took "over a month and a half" and involved producing "thousands of takes" which were then crafted in post-production "in the same way we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly received a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise received backlash for using AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The situation illustrates the ongoing discussion within the marketing and production industries about the trade-off between new tools and creative integrity.
