McDonald's has removed a Christmas advert made using Artificial Intelligence following receiving significant public disapproval.
The short spot was produced using AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media lambasted the employment of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience serves as an valuable learning as we investigate the appropriate use of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that often go badly over the holidays, under the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include AI-created content have become a rising phenomenon among prominent companies, especially for the Christmas season.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Technical Challenges: Since segments produced using generative AI are more likely to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Industry Concerns: The video also raised concerns about automation in the advertising industry, with some commenters noting it might negatively impact opportunities for production staff.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the development required "seven weeks" and involved generating "numerous versions" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise encountered scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The incident highlights the evolving debate within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
