McDonald's has removed a Christmas advert created via Artificial Intelligence after receiving considerable online backlash.
The brief spot was created using generative AI clips and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Following its publication, audiences online criticized the implementation of AI in the film. Many described it as "disturbing" and "awkwardly stitched together".
"This incident represents an important lesson as we investigate the proper application of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly during the Christmas break, with the tagline "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that feature AI-created content have emerged as a growing phenomenon among major corporations, particularly for the holiday season.
- Another beverage giant has recently released consecutive AI-generated holiday ads.
- Technical Challenges: Because videos created using current AI video tools are more likely to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about the replacement of human roles in the advertising sector, with some critics pointing out it might affect work for camera crews.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved producing "countless iterations" which were then edited afterward "just as we would on any standard production".
"This was not an experiment," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, various brands have likewise faced backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The situation underscores the continuing debate within the advertising and creative sectors about the balance between new tools and audience reception.
