McDonald's has pulled a Christmas commercial produced with Artificial Intelligence following encountering significant online backlash.
The short spot was created via AI video tools and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, audiences online criticized the employment of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This incident is an valuable learning as we explore the effective use of Artificial Intelligence," commented a statement from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly over the holidays, using the tagline "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI tools have become a rising phenomenon among major corporations, notably for the Christmas period.
- Coca-Cola has recently launched consecutive AI-generated holiday ads.
- Technical Challenges: Since segments made with current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also raised worries about automation in the production industry, with some commenters pointing out it could negatively impact opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis received a significant "positive feedback" from online commenters.
However, various brands have likewise faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The situation illustrates the evolving conversation within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
