McDonald's has taken down a Christmas commercial produced using Artificial Intelligence following facing widespread online backlash.
The short ad was produced with the help of AI video tools and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Following its publication, commenters denounced the use of AI in the film. Several described it as "creepy" and "poorly edited".
"This moment serves as an key learning as we explore the appropriate application of AI," said a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the Christmas break, with the theme "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Campaigns that include AI tools have emerged as a rising phenomenon among prominent corporations, notably for the holiday period.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Inherent Limitations: Since videos produced with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also raised fears about job displacement in the production sector, with some commenters noting it could reduce opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly garnered a significant "positive sentiment rating" from the public.
However, other businesses have likewise received scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The episode illustrates the continuing conversation within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
