McDonald's has removed a Christmas commercial created with Artificial Intelligence after encountering considerable public disapproval.
The 45-second film was developed via AI video tools and was originally uploaded online for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Soon after it aired, audiences online lambasted the employment of AI in the film. Several called it "uncanny" and "poorly edited".
"This experience serves as an important learning as we examine the appropriate use of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that might go awry over the festive season, using the tagline "the worst time of the year".
A Growing Movement of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a increasing trend among major brands, notably for the Christmas period.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Technical Challenges: Because clips produced using generative AI are more likely to distort the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the creative industry, with some observers stating it could negatively impact work for actors.
Defense from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development took "seven weeks" and involved creating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, other businesses have likewise encountered backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation highlights the evolving discussion within the marketing and production industries about the balance between new tools and creative integrity.
