McDonald's has taken down a Christmas advertisement made with Artificial Intelligence after encountering considerable criticism on social media.
The 45-second ad was created via AI video tools and was initially published online for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media denounced the use of AI in the advert. Several labeled it "disturbing" and "awkwardly stitched together".
"This experience serves as an valuable lesson as we explore the effective utilization of AI," said a spokesperson from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that often go badly over the holidays, with the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI-created content have become a increasing phenomenon among major brands, especially for the holiday season.
- Coca-Cola has recently released back-to-back AI-generated holiday commercials.
- Inherent Limitations: As clips made with generative AI are more likely to degrade the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also raised worries about automation in the creative sector, with some commenters noting it might affect opportunities for actors.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The episode highlights the ongoing debate within the marketing and production sectors about the trade-off between new tools and audience reception.
