McDonald's has taken down a Christmas commercial produced with Artificial Intelligence following receiving considerable public disapproval.
The short film was created with the help of AI video tools and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Soon after it aired, commenters lambasted the implementation of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience represents an key learning as we examine the proper utilization of generative technology," stated a representative from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that can go wrong during the festive season, under the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that include AI-created content have become a growing phenomenon among major companies, particularly for the holiday period.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: Since clips made with generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the advertising industry, with some commenters pointing out it could reduce work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have also encountered scrutiny for using AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The incident underscores the evolving discussion within the marketing and production industries about the trade-off between AI efficiency and creative integrity.
