McDonald's has pulled a Christmas commercial produced via Artificial Intelligence following receiving considerable public disapproval.
The short film was created with the help of generative AI clips and was initially released publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters denounced the employment of AI in the advert. Several described it as "uncanny" and "jarringly assembled".
"This moment serves as an key learning as we explore the appropriate use of AI," said a spokesperson from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that can go wrong during the festive season, with the slogan "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that feature AI tools have emerged as a rising phenomenon among prominent brands, notably for the holiday period.
- Coca-Cola has recently launched back-to-back AI-created holiday ads.
- Technical Challenges: As clips made with current AI video tools are susceptible to become unstable the more extended they are, the majority of such clips tend to be about short in length.
- Industry Concerns: The ad also sparked worries about automation in the production sector, with some observers pointing out it might reduce opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the development required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, other businesses have also received criticism for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The episode underscores the continuing conversation within the marketing and production industries about the trade-off between new tools and creative integrity.
