McDonald's has taken down a Christmas advert made with Artificial Intelligence after facing considerable online backlash.
The brief spot was created with the help of generative AI clips and was initially released online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, commenters lambasted the employment of AI in the advert. A number of described it as "creepy" and "awkwardly stitched together".
"This moment represents an key learning as we investigate the appropriate utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry during the Christmas break, with the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Campaigns that feature AI tools have become a increasing trend among major companies, especially for the holiday period.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since clips created using current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about automation in the advertising industry, with some observers noting it might reduce opportunities for production staff.
Response from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation took "over a month and a half" and involved producing "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an experiment," she said. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident underscores the ongoing conversation within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
