McDonald's has taken down a Christmas advert made using Artificial Intelligence after facing widespread public disapproval.
The 45-second ad was produced via AI-generated video and was initially published online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online criticized the use of AI in the commercial. Several described it as "disturbing" and "poorly edited".
"This experience represents an important lesson as we investigate the effective utilization of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry over the holidays, using the theme "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Commercials that feature generative AI have become a increasing phenomenon among large corporations, especially for the Christmas season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Technical Challenges: Since videos made with current AI video tools are susceptible to become unstable the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also raised concerns about automation in the advertising industry, with some commenters pointing out it could negatively impact work for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
She stated, the creation took "seven weeks" and involved producing "countless iterations" which were then crafted afterward "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis achieved a 61% "positive feedback" from the public.
However, various brands have likewise received scrutiny for using AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The situation highlights the continuing debate within the marketing and production industries about the balance between new tools and creative integrity.
