McDonald's has removed a Christmas commercial produced via AI following receiving considerable online backlash.
The brief ad was produced with the help of generative AI clips and was initially published online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Following its publication, audiences online lambasted the employment of AI in the film. Several called it "uncanny" and "awkwardly stitched together".
"This incident is an valuable lesson as we explore the proper utilization of AI," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly during the festive season, using the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Commercials that incorporate AI-created content have become a increasing trend among major companies, particularly for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since clips made using current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also raised worries about job displacement in the creative sector, with some critics pointing out it might affect work for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved producing "thousands of takes" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis received a 61% "positive sentiment rating" from viewers.
However, several companies have likewise faced scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation illustrates the ongoing discussion within the marketing and creative industries about the balance between AI efficiency and audience reception.
