McDonald's has taken down a Christmas advertisement made via AI after encountering significant criticism on social media.
The short film was developed using generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the commercial. A number of called it "uncanny" and "awkwardly stitched together".
"This experience represents an valuable learning as we investigate the effective application of generative technology," stated a spokesperson from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly during the Christmas break, with the tagline "not the most wonderful time of the year".
The Trend of AI Commercials
Campaigns that feature AI tools have become a rising phenomenon among prominent brands, particularly for the holiday campaign season.
- Coca-Cola has also launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Since clips produced with generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The video also provoked worries about automation in the production industry, with some observers pointing out it might affect work for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the development took "seven weeks" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from another major brand reportedly received a 61% "positive feedback" from the public.
However, other businesses have also encountered backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "disturbing".
The incident illustrates the evolving discussion within the advertising and creative sectors about the balance between AI efficiency and audience reception.
