McDonald's has taken down a Christmas commercial made via Artificial Intelligence following receiving considerable public disapproval.
The brief film was produced using generative AI clips and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Soon after it aired, commenters criticized the employment of AI in the commercial. A number of described it as "disturbing" and "poorly edited".
"This moment serves as an important lesson as we examine the effective application of generative technology," said a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that often go badly over the holidays, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Campaigns that incorporate AI-created content have become a growing phenomenon among large brands, notably for the Christmas campaign season.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Technical Challenges: As segments created with generative AI are more likely to distort the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The ad also provoked fears about automation in the advertising industry, with some observers noting it might affect opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved generating "thousands of takes" which were then edited during the edit "in the same way we would on any high-craft production".
"This was not an AI gimmick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly achieved a 61% "favorable response" from viewers.
However, various brands have also encountered scrutiny for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The episode underscores the evolving debate within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
