McDonald's has taken down a Christmas advertisement produced with AI following facing significant criticism on social media.
The short ad was created via AI-generated video and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This moment represents an valuable lesson as we explore the appropriate application of AI," said a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that might go awry during the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include AI tools have emerged as a increasing trend among large corporations, especially for the Christmas season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since videos produced using current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the advertising industry, with some commenters noting it might negatively impact opportunities for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the creation required "seven weeks" and involved producing "countless iterations" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, other businesses have also faced backlash for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The situation underscores the evolving debate within the advertising and production industries about the trade-off between new tools and creative integrity.
