McDonald's has taken down a Christmas advert made using AI following encountering widespread criticism on social media.
The brief film was created using AI-generated video and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online lambasted the implementation of AI in the commercial. A number of described it as "uncanny" and "awkwardly stitched together".
"This incident represents an key lesson as we explore the proper use of Artificial Intelligence," stated a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong over the festive season, with the tagline "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that include generative AI have emerged as a increasing phenomenon among prominent companies, especially for the Christmas season.
- Coca-Cola has also launched consecutive AI-generated holiday ads.
- Technical Challenges: Since videos created using current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also raised fears about job displacement in the production sector, with some commenters stating it might affect opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, stood by the project.
According to her, the creation took "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, several companies have likewise received scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The incident highlights the ongoing debate within the marketing and production industries about the balance between new tools and human craftsmanship.
