McDonald's has pulled a Christmas commercial made using AI following encountering considerable criticism on social media.
The brief film was produced via AI-generated video and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the film. Many called it "creepy" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the effective utilization of Artificial Intelligence," stated a spokesperson from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that often go badly during the holidays, with the slogan "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that feature generative AI have emerged as a increasing trend among large brands, particularly for the holiday season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Technical Challenges: Since videos made using current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the advertising sector, with some critics noting it might reduce opportunities for production staff.
Defense from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise received criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The situation underscores the continuing debate within the advertising and creative sectors about the balance between AI efficiency and audience reception.
