McDonald's has removed a Christmas advert created with AI after facing considerable criticism on social media.
The short film was developed via AI-generated video and was originally uploaded online for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Shortly after its release, commenters denounced the employment of AI in the film. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident is an important learning as we examine the proper use of generative technology," stated a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that can go wrong over the festive season, under the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI-created content have become a growing trend among prominent companies, notably for the Christmas period.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Technical Challenges: As segments made using current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be only short in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the advertising industry, with some critics noting it could negatively impact opportunities for actors.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation took "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, several companies have likewise received scrutiny for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode underscores the ongoing discussion within the advertising and creative industries about the trade-off between AI efficiency and audience reception.
