McDonald's has removed a Christmas advert produced via AI after encountering significant criticism on social media.
The short film was developed using AI-generated video and was first published online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".
"This experience is an valuable learning as we examine the effective utilization of Artificial Intelligence," said a statement from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various situations that often go badly during the Christmas break, using the slogan "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that feature AI-created content have emerged as a rising trend among large companies, especially for the holiday period.
- Coca-Cola has also launched consecutive AI-generated holiday commercials.
- Technical Challenges: Since videos made with current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked worries about job displacement in the production sector, with some commenters pointing out it could affect work for production staff.
Defense from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an experiment," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly received a 61% "favorable response" from the public.
However, various brands have likewise encountered scrutiny for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The situation highlights the evolving debate within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
