McDonald's has taken down a Christmas advert produced via AI after receiving considerable criticism on social media.
The 45-second film was produced via AI video tools and was first released online for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, commenters lambasted the implementation of AI in the advert. Many labeled it "uncanny" and "poorly edited".
"This incident serves as an important lesson as we investigate the proper application of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry over the Christmas break, under the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI-created content have emerged as a increasing phenomenon among major brands, especially for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Since clips created using generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also raised fears about automation in the creative industry, with some critics noting it could negatively impact opportunities for camera crews.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the development took "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a significant "positive feedback" from online commenters.
However, several companies have also encountered scrutiny for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "cheap" and "uncanny".
The incident highlights the continuing debate within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
