McDonald's has taken down a Christmas commercial made using Artificial Intelligence after encountering significant online backlash.
The short spot was developed using AI video tools and was originally published publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online criticized the implementation of AI in the commercial. Several described it as "disturbing" and "awkwardly stitched together".
"This experience serves as an important lesson as we investigate the effective utilization of generative technology," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that often go badly over the festive season, under the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that include AI-created content have emerged as a increasing trend among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Technical Challenges: Because videos made using current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the production industry, with some commenters noting it could reduce opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the creation required "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, other businesses have likewise faced criticism for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The situation highlights the evolving discussion within the advertising and production industries about the balance between AI efficiency and audience reception.
