McDonald's has taken down a Christmas advertisement made using Artificial Intelligence after facing widespread online backlash.
The 45-second ad was produced using AI video tools and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the advert. Several described it as "creepy" and "jarringly assembled".
"This moment is an important lesson as we investigate the proper application of AI," said a representative from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various things that might go awry over the Christmas break, using the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have emerged as a rising phenomenon among large corporations, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: As clips created using current AI video tools are susceptible to degrade the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The video also raised fears about automation in the advertising sector, with some observers stating it could negatively impact opportunities for camera crews.
Defense from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the sentiment 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 garnered a 61% "favorable response" from the public.
However, various brands have also received criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The incident illustrates the ongoing conversation within the advertising and production industries about the balance between new tools and audience reception.
