McDonald's has pulled a Christmas commercial produced with AI after encountering considerable criticism on social media.
The 45-second film was produced with the help of generative AI clips and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online criticized the employment of AI in the commercial. A number of described it as "creepy" and "jarringly assembled".
"This incident represents an valuable learning as we investigate the proper use 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 portrayed various situations that can go wrong over the holidays, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include generative AI have become a increasing trend among major corporations, notably for the holiday period.
- Coca-Cola has also released consecutive AI-created Christmas ads.
- Inherent Limitations: Because segments created with generative AI are susceptible to distort the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the production industry, with some commenters pointing out it might reduce opportunities for production staff.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was largely panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a significant "positive feedback" from online commenters.
However, several companies have likewise faced scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The episode underscores the ongoing conversation within the marketing and production industries about the trade-off between technological innovation and human craftsmanship.
