McDonald's has pulled a Christmas advert created using Artificial Intelligence after encountering widespread public disapproval.
The 45-second spot was produced using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This moment is an important learning as we explore the proper utilization of generative technology," stated a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that might go awry over the Christmas break, using the tagline "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Commercials that feature generative AI have become a rising phenomenon among large corporations, particularly for the Christmas season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because videos created using current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be about short in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the production sector, with some observers pointing out it might reduce opportunities for production staff.
Response from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, various brands have also received criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The incident illustrates the ongoing debate within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
