McDonald's has removed a Christmas commercial produced with Artificial Intelligence following facing widespread online backlash.
The short spot was produced using generative AI clips and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media denounced the employment of AI in the commercial. Several labeled it "creepy" and "poorly edited".
"This moment is an important learning as we investigate the effective use of AI," commented a spokesperson from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that might go awry over the festive season, using the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Adverts that include AI tools have emerged as a increasing phenomenon among large brands, particularly for the holiday campaign season.
- Coca-Cola has similarly released back-to-back AI-created Christmas ads.
- Technical Challenges: As clips made using current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the creative sector, with some commenters stating it might reduce opportunities for camera crews.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the creation took "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 traditional production".
"This wasn't an AI gimmick," she said. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly achieved a significant "favorable response" from the public.
However, various brands have also faced criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The incident highlights the evolving debate within the marketing and production industries about the trade-off between AI efficiency and human craftsmanship.
