McDonald's has taken down a Christmas advertisement produced using Artificial Intelligence following receiving significant online backlash.
The brief spot was created with the help of AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Following its publication, commenters criticized the employment of AI in the commercial. Many described it as "uncanny" and "awkwardly stitched together".
"This incident is an key learning as we examine the effective utilization of Artificial Intelligence," said a spokesperson 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 situations that can go wrong over the holidays, using the slogan "the worst time of the year".
The Trend of AI Commercials
Adverts that include generative AI have emerged as a increasing phenomenon among large brands, particularly for the Christmas period.
- Coca-Cola has similarly launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since clips made with generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The video also provoked fears about automation in the creative sector, with some observers noting it might affect work for actors.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the development took "seven weeks" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an experiment," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly achieved a significant "favorable response" from the public.
However, several companies have likewise received backlash for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident highlights the ongoing discussion within the advertising and production industries about the balance between technological innovation and audience reception.
