McDonald's has removed a Christmas commercial made via AI following facing widespread public disapproval.
The short spot was produced via AI video tools and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters denounced the implementation of AI in the film. Many called it "disturbing" and "jarringly assembled".
"This experience serves as an key learning as we examine the proper utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that might go awry over the Christmas break, using the slogan "the worst time of the year".
The Movement of AI in Advertising
Commercials that incorporate AI-created content have become a rising phenomenon among major companies, especially for the holiday campaign season.
- Another beverage giant has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: Because segments made with generative AI are more likely to distort the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The video also provoked worries about automation in the advertising sector, with some commenters noting it could affect work for actors.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "seven weeks" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an experiment," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from the public.
However, other businesses have also encountered backlash for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The episode underscores the evolving conversation within the marketing and production industries about the trade-off between AI efficiency and audience reception.
