McDonald's has pulled a Christmas commercial made using Artificial Intelligence following facing widespread criticism on social media.
The 45-second spot was created using AI video tools and was initially released publicly for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the commercial. A number of called it "creepy" and "poorly edited".
"This moment serves as an important learning as we examine the appropriate use of generative technology," commented a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly over the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Adverts that include AI tools have become a increasing phenomenon among major companies, notably for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-generated holiday commercials.
- Technical Challenges: Because clips made using current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the creative industry, with some observers pointing out it could negatively impact opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, several companies have also faced criticism for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The episode illustrates the evolving discussion within the marketing and production industries about the balance between technological innovation and creative integrity.
