McDonald's has taken down a Christmas advertisement created via Artificial Intelligence after facing widespread criticism on social media.
The short film was created via generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the advert. A number of labeled it "disturbing" and "awkwardly stitched together".
"This experience is an key learning as we explore the proper application of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that often go badly over the holidays, using the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Commercials that incorporate generative AI have emerged as a rising phenomenon among major companies, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-created Christmas ads.
- Technical Challenges: Because segments produced with current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked worries about job displacement in the creative sector, with some critics pointing out it could affect opportunities for actors.
Defense from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the creation required "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly received a significant "favorable response" from the public.
However, other businesses have also faced scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The episode underscores the evolving discussion within the advertising and production industries about the trade-off between AI efficiency and human craftsmanship.
