McDonald's has removed a Christmas commercial produced with AI following facing widespread online backlash.
The short spot was produced with the help of AI video tools and was initially released online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Soon after it aired, commenters criticized the implementation of AI in the advert. Many described it as "disturbing" and "jarringly assembled".
"This moment serves as an valuable lesson as we explore the appropriate application of Artificial Intelligence," commented a spokesperson from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that can go wrong over the holidays, using the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that feature AI-created content have become a rising trend among large brands, notably for the holiday season.
- Coca-Cola has similarly launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: As videos created using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about automation in the advertising sector, with some observers pointing out it could negatively impact work for actors.
Response from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "over a month and a half" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, several companies have likewise faced backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The incident illustrates the evolving discussion within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
