McDonald's has removed a Christmas commercial created via AI after receiving widespread criticism on social media.
The 45-second film was produced using AI-generated video and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, commenters lambasted the employment of AI in the advert. Several called it "uncanny" and "jarringly assembled".
"This moment serves as an valuable lesson as we explore the proper utilization of Artificial Intelligence," commented a statement from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that can go wrong during the Christmas break, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that incorporate AI-created content have become a growing phenomenon among major corporations, notably for the Christmas period.
- Coca-Cola has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because clips created using generative AI are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also raised fears about automation in the creative sector, with some commenters noting it might reduce work for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the creation required "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly garnered a 61% "positive feedback" from the public.
However, several companies have also received backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The incident highlights the ongoing conversation within the marketing and production sectors about the balance between new tools and human craftsmanship.
