McDonald's has removed a Christmas advertisement created using Artificial Intelligence following encountering significant online backlash.
The brief film was developed via AI video tools and was originally published publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Shortly after its release, audiences online denounced the implementation of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This moment is an key lesson as we investigate the proper application of Artificial Intelligence," commented a spokesperson from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that can go wrong during the holidays, using the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that incorporate generative AI have emerged as a rising trend among prominent brands, particularly for the Christmas season.
- Coca-Cola has recently released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since segments produced using generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the production industry, with some critics noting it might affect work for actors.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly achieved a significant "positive feedback" from online commenters.
However, other businesses have also faced scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The situation highlights the continuing discussion within the advertising and creative industries about the trade-off between new tools and creative integrity.
