McDonald's has taken down a Christmas commercial created using AI after encountering considerable public disapproval.
The 45-second ad was created with the help of AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the commercial. A number of labeled it "creepy" and "jarringly assembled".
"This moment serves as an key learning as we examine the effective utilization of AI," stated a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that often go badly over the festive season, with the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include AI tools have become a rising trend among major companies, particularly for the holiday season.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since clips created with generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the production sector, with some observers stating it might affect opportunities for production staff.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the development took "seven weeks" and involved producing "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This was not an AI trick," she commented. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, various brands have also faced scrutiny for using AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The incident illustrates the ongoing conversation within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
