McDonald's has removed a Christmas advertisement produced with Artificial Intelligence after receiving considerable criticism on social media.
The short ad was developed via AI video tools and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media denounced the use of AI in the commercial. A number of labeled it "uncanny" and "poorly edited".
"This moment represents an key lesson as we explore the proper utilization of AI," stated a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that can go wrong during the Christmas break, under the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that feature AI tools have emerged as a growing phenomenon among large companies, particularly for the Christmas period.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: As segments created with current AI video tools are more likely to become unstable the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about job displacement in the creative industry, with some observers noting it could reduce opportunities for production staff.
Response from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved generating "countless iterations" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a significant "favorable response" from viewers.
However, other businesses have also received backlash for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The incident underscores the continuing discussion within the marketing and creative sectors about the balance between new tools and audience reception.
