McDonald's has taken down a holiday commercial created via Artificial Intelligence after encountering considerable criticism on social media.
The 45-second spot was created using AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the advert. A number of described it as "uncanny" and "awkwardly stitched together".
"This incident represents an important learning as we examine the appropriate application of generative technology," said a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry over the Christmas break, under the slogan "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include AI tools have become a increasing trend among major corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because clips produced with current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be roughly short in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the creative sector, with some critics pointing out it could affect work for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the development required "over a month and a half" and involved generating "countless iterations" which were then crafted afterward "just as we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly received a significant "positive feedback" from online commenters.
However, other businesses have likewise received scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation highlights the ongoing discussion within the advertising and creative sectors about the balance between AI efficiency and human craftsmanship.
