McDonald's has removed a holiday commercial produced via Artificial Intelligence after facing widespread online backlash.
The short film was developed via AI video tools and was originally released publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media criticized the use of AI in the advert. Many labeled it "creepy" and "jarringly assembled".
"This moment serves as an key learning as we examine the proper application of AI," stated a statement from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that can go wrong over the Christmas break, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have become a increasing phenomenon among major companies, notably for the Christmas season.
- Another beverage giant has recently released consecutive AI-created holiday ads.
- Technical Challenges: Since videos created using generative AI are more likely to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also raised worries about job displacement in the production industry, with some observers stating it might affect opportunities for camera crews.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the production process took "over a month and a half" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't just an experiment," she commented. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, various brands have likewise faced backlash for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The situation illustrates the continuing discussion within the marketing and production industries about the trade-off between AI efficiency and audience reception.
