McDonald's has removed a Christmas advert made via AI following receiving widespread online backlash.
The brief ad was produced with the help of AI-generated video and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. Many called it "creepy" and "awkwardly stitched together".
"This incident is an key learning as we examine the effective utilization of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly over the festive season, under the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Commercials that feature AI tools have become a growing phenomenon among prominent brands, particularly for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because videos made using generative AI are prone to degrade the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also provoked worries about automation in the advertising industry, with some commenters stating it might reduce opportunities for actors.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the creation took "seven weeks" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any standard production".
"This was not an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a 61% "positive sentiment rating" from viewers.
However, other businesses have also encountered scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation underscores the evolving debate within the advertising and creative sectors about the balance between AI efficiency and audience reception.
