McDonald's has taken down a Christmas advert produced using AI after facing widespread criticism on social media.
The short ad was produced using AI-generated video and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. Many described it as "creepy" and "jarringly assembled".
"This moment represents an key learning as we examine the proper utilization of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that can go wrong during the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that feature AI tools have become a increasing phenomenon among major corporations, especially for the holiday season.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: As videos created using generative AI are susceptible to become unstable the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also raised fears about job displacement in the creative sector, with some critics pointing out it could negatively impact opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the production process required "seven weeks" and involved generating "countless iterations" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from online commenters.
However, several companies have also received backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "disturbing".
The situation highlights the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and creative integrity.
