McDonald's has removed a Christmas advert made with Artificial Intelligence after receiving considerable criticism on social media.
The short film was created with the help of AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Following its publication, commenters lambasted the use of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident is an key learning as we investigate the effective use of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that often go badly during the festive season, with the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that include AI tools have emerged as a rising phenomenon among large companies, especially for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-created Christmas ads.
- Technical Challenges: As clips produced with generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the production sector, with some critics stating it could negatively impact work for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas spot from another major brand reportedly achieved a significant "favorable response" from viewers.
However, other businesses have also encountered criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The episode highlights the ongoing debate within the marketing and production sectors about the trade-off between technological innovation and creative integrity.
