McDonald's has taken down a Christmas commercial produced with generative AI following receiving considerable criticism on social media.
The short film was produced via AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online criticized the implementation of AI in the commercial. A number of called it "creepy" and "jarringly assembled".
"This incident is an key learning as we explore the proper application of Artificial Intelligence," commented a statement from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that might go awry over the festive season, using the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI tools have become a increasing phenomenon among prominent brands, particularly for the Christmas season.
- Coca-Cola has recently released back-to-back AI-generated Christmas ads.
- Technical Challenges: Since clips made using generative AI are susceptible to distort the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the creative sector, with some observers stating it could affect work for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "over a month and a half" and involved creating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis garnered a 61% "favorable response" from viewers.
However, several companies have likewise encountered backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The situation highlights the ongoing discussion within the marketing and production sectors about the balance between technological innovation and creative integrity.
