McDonald's has removed a Christmas commercial created using Artificial Intelligence after encountering widespread public disapproval.
The 45-second ad was created using AI video tools and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Soon after it aired, audiences online denounced the implementation of AI in the film. Several described it as "disturbing" and "poorly edited".
"This moment is an important learning as we explore the appropriate application of Artificial Intelligence," said a representative from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that can go wrong during the Christmas break, with the theme "the most terrible time of the year".
The Trend of AI Commercials
Commercials that feature generative AI have become a increasing phenomenon among major companies, notably for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: Since videos produced using current AI video tools are more likely to become unstable the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the production industry, with some critics noting it might negatively impact work for camera crews.
Response from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "seven weeks" and involved creating "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, various brands have likewise faced backlash for using AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The incident highlights the ongoing conversation within the marketing and production industries about the balance between new tools and human craftsmanship.
