McDonald's has removed a Christmas commercial created via Artificial Intelligence following encountering significant criticism on social media.
The short ad was produced with the help of generative AI clips and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters denounced the implementation of AI in the advert. Several called it "uncanny" and "poorly edited".
"This experience serves as an key learning as we investigate the proper use of AI," commented a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that often go badly during the festive season, under the theme "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Adverts that feature generative AI have emerged as a rising trend among prominent corporations, notably for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since videos produced using generative AI are prone to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the advertising industry, with some critics noting it could affect work for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the creation took "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a significant "positive feedback" from online commenters.
However, other businesses have likewise received backlash for using the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The episode underscores the continuing conversation within the marketing and production industries about the trade-off between new tools and human craftsmanship.
