McDonald's has pulled a Christmas advert produced using Artificial Intelligence following encountering widespread criticism on social media.
The 45-second spot was produced using AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media lambasted the employment of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This incident represents an valuable learning as we explore the effective utilization of AI," stated a representative from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong over the holidays, using the theme "the worst time of the year".
The Trend of AI in Advertising
Adverts that incorporate generative AI have become a increasing trend among major companies, particularly for the Christmas campaign season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Inherent Limitations: As videos produced using generative AI are susceptible to degrade the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also provoked concerns about automation in the production sector, with some critics noting it could affect opportunities for camera crews.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "seven weeks" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "It was a film."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the response for some AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas spot from another major brand according to analysis garnered a significant "favorable response" from the public.
However, other businesses have likewise encountered backlash for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The situation highlights the continuing discussion within the marketing and creative industries about the balance between AI efficiency and audience reception.
