McDonald's has removed a Christmas advertisement produced using Artificial Intelligence after encountering considerable online backlash.
The brief ad was created with the help of generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, viewers on social media denounced the employment of AI in the advert. A number of labeled it "disturbing" and "awkwardly stitched together".
"This experience is an important lesson as we examine the appropriate application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong over the festive season, using the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include AI tools have become a rising trend among large companies, particularly for the holiday period.
- Coca-Cola has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Since videos made with current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also provoked worries about job displacement in the creative industry, with some observers pointing out it could negatively impact opportunities for production staff.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI trick," she commented. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise faced criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The situation highlights the evolving discussion within the marketing and production industries about the balance between AI efficiency and human craftsmanship.
