McDonald's has taken down a Christmas advert created using Artificial Intelligence after encountering significant criticism on social media.
The 45-second ad was created using AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, audiences online lambasted the implementation of AI in the commercial. Several called it "disturbing" and "jarringly assembled".
"This incident serves as an valuable lesson as we investigate the appropriate utilization of Artificial Intelligence," commented a representative from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that might go awry over the holidays, under the slogan "the worst time of the year".
A Growing Phenomenon of AI Commercials
Adverts that feature AI-created content have emerged as a rising phenomenon among prominent companies, especially for the Christmas period.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Technical Challenges: Since clips created using generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the advertising sector, with some observers pointing out it could reduce opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the creation took "over a month and a half" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the response for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise faced scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The incident underscores the evolving conversation within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
