McDonald's has taken down a Christmas commercial created via Artificial Intelligence following facing considerable online backlash.
The 45-second film was produced using AI video tools and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the implementation of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we examine the proper utilization of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of things that can go wrong during the festive season, using the slogan "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI tools have become a increasing phenomenon among major brands, especially for the Christmas period.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Technical Challenges: As videos created with current AI video tools are prone to degrade the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about automation in the advertising sector, with some observers noting it could affect opportunities for camera crews.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the production process took "seven weeks" and involved producing "numerous versions" which were then edited afterward "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis achieved a significant "favorable response" from viewers.
However, other businesses have also received criticism for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The incident underscores the continuing conversation within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
