McDonald's has taken down a Christmas advertisement produced via Artificial Intelligence following encountering widespread online backlash.
The short spot was created using generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media denounced the implementation of AI in the advert. A number of described it as "uncanny" and "awkwardly stitched together".
"This incident serves as an valuable learning as we investigate the proper application of AI," commented a representative from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that might go awry during the festive season, using the theme "the most terrible time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI tools have become a rising phenomenon among prominent companies, especially for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since clips produced using generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the advertising industry, with some critics stating it could negatively impact opportunities for camera crews.
Response from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an experiment," she commented. "We consider it a film."
Mixed Public Reception
While the McDonald's commercial was largely panned, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly achieved a significant "positive sentiment rating" from the public.
However, other businesses have also faced criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The incident illustrates the ongoing debate within the advertising and creative industries about the trade-off between new tools and audience reception.
