McDonald's has taken down a Christmas advert produced with AI after facing considerable criticism on social media.
The brief film was created with the help of AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the advert. A number of called it "disturbing" and "poorly edited".
"This experience is an important learning as we investigate the effective utilization of Artificial Intelligence," commented a statement from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that can go wrong over the Christmas break, using the theme "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that include generative AI have emerged as a growing trend among prominent brands, particularly for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Technical Challenges: As segments made with current AI video tools are prone to degrade the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the creative sector, with some commenters noting it could negatively impact opportunities for production staff.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
She stated, the development required "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly achieved a significant "favorable response" from the public.
However, several companies have likewise encountered backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode highlights the ongoing discussion within the advertising and production industries about the balance between new tools and creative integrity.
