McDonald's has removed a Christmas commercial made via AI after receiving considerable criticism on social media.
The brief spot was created using generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the advert. A number of described it as "uncanny" and "jarringly assembled".
"This moment is an valuable lesson as we investigate the effective application of AI," stated a spokesperson from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong during the festive season, under the tagline "the worst time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI tools have become a growing phenomenon among prominent corporations, notably for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Technical Challenges: Since segments produced using generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the advertising industry, with some critics stating it might affect opportunities for production staff.
Response from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the production process required "over a month and a half" and involved generating "countless iterations" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't an experiment," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a 61% "positive feedback" from online commenters.
However, other businesses have also faced scrutiny for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The episode underscores the continuing conversation within the advertising and production sectors about the balance between technological innovation and audience reception.
