McDonald's has removed a Christmas commercial made with Artificial Intelligence following facing significant public disapproval.
The 45-second ad was created using AI-generated video and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media criticized the employment of AI in the commercial. Several described it as "disturbing" and "awkwardly stitched together".
"This moment is an key learning as we investigate the proper application of AI," said a statement from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a increasing phenomenon among major brands, notably for the Christmas season.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Technical Challenges: Because clips made with current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the advertising sector, with some commenters noting it might negatively impact work for actors.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "seven weeks" and involved producing "countless iterations" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from viewers.
However, several companies have also received criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The situation underscores the evolving debate within the marketing and production industries about the balance between technological innovation and human craftsmanship.
