McDonald's has pulled a Christmas commercial made via Artificial Intelligence after receiving significant public disapproval.
The short ad was created via AI-generated video and was initially released online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online lambasted the use of AI in the advert. Many called it "uncanny" and "poorly edited".
"This moment is an important lesson as we investigate the proper 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 US production company The Sweetshop. It depicted various situations that can go wrong over the Christmas break, under the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that incorporate AI-created content have become a rising phenomenon among prominent brands, particularly for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Because videos produced using current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about automation in the creative industry, with some observers noting it might affect work for actors.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a 61% "positive sentiment rating" from online commenters.
However, other businesses have also encountered backlash for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The incident highlights the evolving discussion within the advertising and creative industries about the trade-off between technological innovation and audience reception.
