McDonald's has taken down a Christmas advertisement produced using Artificial Intelligence following receiving widespread criticism on social media.
The brief spot was produced via AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. Several called it "disturbing" and "awkwardly stitched together".
"This incident is an valuable lesson as we examine the appropriate utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the festive season, with the theme "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate generative AI have become a increasing trend among large companies, particularly for the holiday season.
- Coca-Cola has similarly released consecutive AI-created holiday commercials.
- Inherent Limitations: As clips made with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the production industry, with some observers stating it could negatively impact work for production staff.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly received a 61% "favorable response" from viewers.
However, several companies have also encountered backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "disturbing".
The episode illustrates the ongoing discussion within the advertising and production sectors about the balance between technological innovation and creative integrity.
