McDonald's has removed a Christmas advert produced with AI following encountering widespread criticism on social media.
The brief film was produced using AI video tools and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. Several labeled it "creepy" and "awkwardly stitched together".
"This experience represents an valuable lesson as we examine the effective use of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that often go badly during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature AI-created content have become a increasing phenomenon among major brands, notably for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated Christmas ads.
- Technical Challenges: As segments created using current AI video tools are prone to degrade the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the advertising sector, with some observers noting it could reduce opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "over a month and a half" and involved generating "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 proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from viewers.
However, various brands have likewise encountered scrutiny for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The incident highlights the evolving conversation within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
