McDonald's has taken down a Christmas commercial made via Artificial Intelligence following encountering significant criticism on social media.
The brief spot was developed with the help of AI-generated video and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Following its publication, commenters lambasted the implementation of AI in the advert. A number of labeled it "disturbing" and "jarringly assembled".
"This moment serves as an key learning as we investigate the proper use of Artificial Intelligence," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry over the Christmas break, under the slogan "the worst time of the year".
The Movement of AI Commercials
Adverts that feature generative AI have become a growing phenomenon among prominent corporations, notably for the Christmas season.
- Another beverage giant has recently launched consecutive AI-created Christmas ads.
- Technical Challenges: Because videos produced using current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the production sector, with some critics pointing out it could negatively impact work for production staff.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the development took "over a month and a half" and involved generating "thousands of takes" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, various brands have also faced criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".
The incident underscores the evolving debate within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
