McDonald's has removed a Christmas advertisement produced via Artificial Intelligence after facing widespread public disapproval.
The 45-second film was created using AI video tools and was first uploaded online for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online denounced the use of AI in the commercial. A number of described it as "disturbing" and "poorly edited".
"This moment is an important learning as we investigate the proper use of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various things that might go awry during the festive season, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Commercials that feature AI tools have emerged as a increasing trend among large companies, especially for the holiday campaign season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: As videos made with current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the creative sector, with some observers noting it might affect opportunities for production staff.
Response from the Creators
After the video's removal, a producer's head, Melanie Bridge, defended the project.
According to her, the development took "seven weeks" and involved creating "countless iterations" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have also encountered backlash for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The situation underscores the ongoing debate within the advertising and production sectors about the balance between AI efficiency and creative integrity.
