McDonald's has removed a Christmas commercial produced with generative AI following facing significant criticism on social media.
The brief spot was created via generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Shortly after its release, audiences online criticized the employment of AI in the advert. Many described it as "uncanny" and "poorly edited".
"This moment is an valuable lesson as we explore the effective use of AI," said a spokesperson from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that might go awry during the Christmas break, with the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include AI-created content have emerged as a increasing phenomenon among major companies, notably for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because clips created using generative AI are susceptible to distort the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the advertising sector, with some commenters stating it might affect opportunities for actors.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise encountered criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The incident illustrates the evolving conversation within the marketing and creative sectors about the balance between technological innovation and creative integrity.
