McDonald's has removed a Christmas advert produced with Artificial Intelligence after encountering significant public disapproval.
The 45-second spot was developed via AI video tools and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the film. Several labeled it "uncanny" and "awkwardly stitched together".
"This experience serves as an important learning as we explore the proper application of generative technology," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that often go badly over the Christmas break, using the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that feature AI-created content have emerged as a increasing trend among large brands, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Inherent Limitations: As segments produced with generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked concerns about job displacement in the creative sector, with some critics stating it might negatively impact opportunities for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the production process required "seven weeks" and involved generating "thousands of takes" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a significant "favorable response" from the public.
However, various brands have likewise faced scrutiny for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The situation illustrates the ongoing conversation within the advertising and creative sectors about the balance between new tools and human craftsmanship.
