McDonald's has pulled a Christmas commercial made with Artificial Intelligence after facing significant public disapproval.
The brief spot was produced using AI video tools and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online denounced the implementation of AI in the film. Many described it as "disturbing" and "poorly edited".
"This incident serves as an key lesson as we explore the proper application of Artificial Intelligence," said a statement from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly during the Christmas break, using the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Campaigns that feature AI tools have become a increasing phenomenon among prominent brands, notably for the holiday campaign season.
- Coca-Cola has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because videos created using generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised fears about automation in the production industry, with some observers stating it might negatively impact opportunities for camera crews.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have also faced criticism for employing AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The situation highlights the ongoing conversation within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
