McDonald's has taken down a Christmas advertisement made using Artificial Intelligence after encountering widespread criticism on social media.
The 45-second ad was developed via AI video tools and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters criticized the employment of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This experience serves as an valuable learning as we explore the proper utilization of generative technology," stated a statement from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various things that can go wrong during the holidays, with the tagline "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that incorporate AI tools have emerged as a increasing phenomenon among prominent corporations, especially for the Christmas season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: Since videos made with generative AI are susceptible to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the advertising industry, with some critics pointing out it could negatively impact work for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved generating "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive feedback" from viewers.
However, other businesses have likewise encountered criticism for employing AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The episode illustrates the continuing discussion within the marketing and production industries about the balance between new tools and creative integrity.
