McDonald's has removed a Christmas commercial made with AI after receiving considerable criticism on social media.
The 45-second film was created via generative AI clips and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. Several described it as "creepy" and "jarringly assembled".
"This moment represents an valuable learning as we examine the effective use of AI," commented a spokesperson from McDonald's Netherlands.
The advert was produced 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, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that feature AI tools have emerged as a increasing phenomenon among major corporations, particularly for the Christmas season.
- Coca-Cola has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Since segments made with generative AI are susceptible to degrade the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the production sector, with some critics stating it could reduce opportunities for actors.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand reportedly received a 61% "positive feedback" from the public.
However, several companies have also encountered criticism for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The episode highlights the evolving discussion within the marketing and production industries about the balance between new tools and audience reception.
