McDonald's has removed a Christmas advertisement made with AI after facing widespread online backlash.
The brief ad was developed with the help of AI video tools and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters criticized the implementation of AI in the commercial. Many labeled it "uncanny" and "poorly edited".
"This experience is an key lesson as we examine the effective use of generative technology," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that often go badly during the festive season, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that feature AI tools have become a increasing phenomenon among prominent corporations, notably for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: As clips made with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the creative industry, with some observers stating it could reduce work for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an AI trick," she commented. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis received a significant "favorable response" from the public.
However, other businesses have also encountered criticism for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The situation underscores the continuing debate within the advertising and creative industries about the trade-off between technological innovation and audience reception.
