McDonald's has taken down a Christmas commercial produced with Artificial Intelligence after receiving considerable criticism on social media.
The 45-second ad was produced with the help of generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Following its publication, commenters criticized the employment of AI in the advert. A number of called it "uncanny" and "jarringly assembled".
"This moment is an important lesson as we explore the effective use of AI," said a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that often go badly during the holidays, using the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature AI tools have become a rising phenomenon among major corporations, especially for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments created with current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also provoked worries about job displacement in the creative industry, with some observers stating it might reduce opportunities for actors.
Response from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the development required "seven weeks" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any standard production".
"This wasn't an experiment," she said. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise received scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The incident illustrates the ongoing conversation within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
