McDonald's has removed a Christmas advert produced using Artificial Intelligence after encountering widespread online backlash.
The 45-second ad was developed using AI video tools and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, commenters criticized the employment of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident serves as an important learning as we explore the appropriate utilization of AI," stated a spokesperson from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that might go awry during the holidays, under the theme "the most terrible time of the year".
The Movement of AI in Advertising
Campaigns that incorporate AI-created content have become a rising phenomenon among prominent companies, particularly for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created Christmas commercials.
- Inherent Limitations: Since clips produced using generative AI are more likely to distort 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 sparked concerns about automation in the advertising sector, with some critics stating it could reduce opportunities for actors.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved creating "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the McDonald's ad was largely criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a significant "positive feedback" from the public.
However, various brands have likewise faced backlash for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The episode highlights the ongoing debate within the advertising and creative sectors about the trade-off between technological innovation and audience reception.
