McDonald's has taken down a Christmas advertisement created with Artificial Intelligence following encountering considerable public disapproval.
The brief spot was developed with the help of AI video tools and was originally uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online denounced the implementation of AI in the commercial. A number of labeled it "uncanny" and "poorly edited".
"This incident is an important lesson as we examine the effective application of generative technology," said a spokesperson from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly during the holidays, using the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Adverts that feature AI-created content have become a growing phenomenon among major companies, especially for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since videos created with current AI video tools are susceptible to become unstable the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the advertising industry, with some commenters noting it might negatively impact opportunities for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "seven weeks" and involved generating "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "It was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was largely panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday ad from another major brand reportedly achieved a significant "favorable response" from online commenters.
However, various brands have likewise encountered backlash for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The episode highlights the ongoing debate within the marketing and creative industries about the trade-off between technological innovation and audience reception.
