McDonald's has taken down a Christmas commercial produced using generative AI following receiving considerable online backlash.
The short spot was developed using AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online criticized the implementation of AI in the commercial. Many called it "uncanny" and "poorly edited".
"This moment serves as an important lesson as we explore the effective utilization of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that might go awry over the festive season, using the theme "the worst time of the year".
The Trend of AI Commercials
Adverts that feature AI tools have become a growing trend among major corporations, notably for the holiday period.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Since segments created with current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the advertising industry, with some observers stating it could affect opportunities for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the production process required "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from the public.
However, several companies have also encountered criticism for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The incident highlights the evolving debate within the marketing and production industries about the trade-off between technological innovation and creative integrity.
