McDonald's has removed a holiday commercial created with Artificial Intelligence after facing significant online backlash.
The brief film was developed with the help of generative AI clips and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online denounced the implementation of AI in the film. Several labeled it "disturbing" and "jarringly assembled".
"This moment is an valuable lesson as we examine the effective use of Artificial Intelligence," stated a representative from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that can go wrong over the festive season, using the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include AI tools have emerged as a increasing trend among prominent companies, especially for the Christmas period.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because videos made with current AI video tools are more likely to degrade the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also sparked worries about automation in the production industry, with some critics stating it could affect opportunities for actors.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the production process took "seven weeks" and involved producing "thousands of takes" which were then crafted during the edit "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from the public.
However, several companies have likewise received criticism for employing AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident highlights the evolving discussion within the marketing and production industries about the balance between technological innovation and human craftsmanship.
