McDonald's has pulled a Christmas commercial created with AI after facing significant online backlash.
The brief film was developed using AI-generated video and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. A number of described it as "uncanny" and "awkwardly stitched together".
"This moment is an key lesson as we investigate the effective use of Artificial Intelligence," stated a representative from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry during the Christmas break, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include AI tools have emerged as a increasing phenomenon among large companies, notably for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Since videos produced using current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked worries about job displacement in the advertising sector, with some commenters pointing out it could negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" 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 AI gimmick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, other businesses have likewise received scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The episode highlights the continuing discussion within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
