McDonald's has removed a Christmas commercial produced using Artificial Intelligence after encountering widespread public disapproval.
The short film was developed via generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media denounced the implementation of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".
"This experience is an valuable lesson as we explore the appropriate use of AI," commented a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry during the festive season, with the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Campaigns that feature AI tools have emerged as a increasing phenomenon among prominent brands, notably for the Christmas period.
- Coca-Cola has also released back-to-back AI-generated holiday ads.
- Technical Challenges: Because videos produced with generative AI are more likely to distort the longer they run, most such clips tend to be about short in length.
- Broader Implications: The ad also raised concerns about job displacement in the creative sector, with some commenters noting it might negatively impact opportunities for production staff.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved producing "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly received a 61% "positive feedback" from online commenters.
However, other businesses have likewise received criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The episode underscores the continuing discussion within the advertising and production industries about the trade-off between technological innovation and human craftsmanship.
