McDonald's has taken down a Christmas commercial made using AI after facing significant criticism on social media.
The 45-second film was produced with the help of generative AI clips and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Following its publication, audiences online criticized the implementation of AI in the film. A number of described it as "disturbing" and "jarringly assembled".
"This incident represents an valuable learning as we explore the proper application of AI," said a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various things that can go wrong over the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that feature generative AI have become a increasing phenomenon among prominent corporations, notably for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Because videos produced using generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the production industry, with some critics pointing out it could reduce opportunities for actors.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the creation required "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a 61% "positive feedback" from viewers.
However, various brands have likewise encountered backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The episode highlights the evolving discussion within the advertising and production industries about the trade-off between technological innovation and human craftsmanship.
