McDonald's has taken down a Christmas commercial created via AI following receiving widespread criticism on social media.
The short ad was created via AI video tools and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, viewers on social media denounced the use of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This moment serves as an important learning as we examine the appropriate use of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various things that often go badly during the festive season, with the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI-created content have emerged as a rising trend among major companies, particularly for the holiday season.
- Coca-Cola has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because videos created using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the production sector, with some observers stating it could affect work for camera crews.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "over a month and a half" and involved producing "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an AI trick," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis received a 61% "positive feedback" from the public.
However, several companies have also received criticism for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The situation underscores the ongoing discussion within the advertising and creative industries about the balance between AI efficiency and audience reception.
