McDonald's has taken down a Christmas commercial produced using AI after facing considerable online backlash.
The short ad was created with the help of generative AI clips and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the advert. Several called it "creepy" and "poorly edited".
"This incident is an important learning as we explore the proper application of AI," commented a representative from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly over the holidays, using the slogan "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that include generative AI have become a growing trend among prominent corporations, particularly for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since videos made with current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the production sector, with some observers stating it might affect work for production staff.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "seven weeks" and involved creating "countless iterations" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, several companies have likewise encountered scrutiny for using the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation highlights the ongoing discussion within the marketing and creative industries about the trade-off between AI efficiency and creative integrity.
