McDonald's has taken down a Christmas commercial made via Artificial Intelligence after encountering widespread criticism on social media.
The brief ad was produced using AI-generated video and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, commenters denounced the employment of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This experience represents an valuable lesson as we explore the appropriate use of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various situations that can go wrong over the festive season, using the theme "the worst time of the year".
The Movement of AI in Advertising
Commercials that feature AI-created content have become a growing trend among prominent brands, especially for the Christmas period.
- Another beverage giant has recently launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since clips created using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the production industry, with some observers noting it might reduce opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process took "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an experiment," she commented. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a 61% "positive feedback" from online commenters.
However, other businesses have likewise encountered scrutiny for employing AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The incident underscores the evolving debate within the marketing and production sectors about the trade-off between new tools and creative integrity.
