McDonald's has taken down a Christmas commercial made with AI after facing considerable online backlash.
The brief spot was developed via generative AI clips and was first published publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Soon after it aired, audiences online criticized the employment of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This experience serves as an key learning as we explore the appropriate utilization of generative technology," stated a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry over the festive season, under the tagline "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that include generative AI have emerged as a growing phenomenon among large corporations, particularly for the Christmas period.
- Another beverage giant has recently released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since videos produced using current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked concerns about automation in the production sector, with some observers stating it could negatively impact opportunities for actors.
Response from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the development took "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI trick," she commented. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, various brands have likewise encountered criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The situation highlights the continuing discussion within the advertising and creative sectors about the trade-off between AI efficiency and creative integrity.
