McDonald's has taken down a Christmas advertisement made with Artificial Intelligence after receiving considerable criticism on social media.
The 45-second spot was created via AI video tools and was first released online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Soon after it aired, commenters criticized the implementation of AI in the advert. Many called it "disturbing" and "awkwardly stitched together".
"This experience represents an key lesson as we explore the effective application of generative technology," commented a spokesperson from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry during the Christmas break, with the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate generative AI have become a increasing trend among prominent companies, particularly for the Christmas campaign season.
- Coca-Cola has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: Because segments produced with generative AI are more likely to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised fears about automation in the production industry, with some commenters noting it could reduce work for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "seven weeks" and involved generating "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a significant "positive feedback" from the public.
However, other businesses have likewise received scrutiny for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The episode highlights the ongoing discussion within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
