The global fast-food chain has pulled a Christmas advertisement created with AI following receiving significant criticism on social media.
The short film was created via generative AI clips and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media criticized the employment of AI in the commercial. A number of called it "creepy" and "awkwardly stitched together".
"This moment is an important learning as we examine the proper application of Artificial Intelligence," commented a statement from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that can go wrong during the festive season, under the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that feature AI tools have become a growing trend among major companies, especially for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As clips created with generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised worries about automation in the advertising sector, with some critics pointing out it could negatively impact opportunities for actors.
Response from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an AI trick," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from another major brand according to analysis received a significant "positive feedback" from the public.
However, various brands have likewise faced scrutiny for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation highlights the evolving debate within the advertising and creative sectors about the balance between new tools and human craftsmanship.
