McDonald's Takes Down AI-Generated Festive Advertisement Following Online Criticism.
McDonald's has taken down a Christmas commercial made using Artificial Intelligence after encountering widespread online backlash.
The brief spot was created using generative AI clips and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online criticized the implementation of AI in the film. Several described it as "disturbing" and "jarringly assembled".
"This experience serves as an valuable lesson as we investigate the appropriate utilization of generative technology," said a spokesperson from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly during the Christmas break, with the slogan "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that include AI-created content have emerged as a growing phenomenon among major companies, especially for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments created using current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the production industry, with some critics noting it might reduce work for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the production process required "seven weeks" and involved creating "countless iterations" which were then crafted afterward "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise faced criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation illustrates the continuing debate within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
