McDonald's has taken down a Christmas advertisement produced via Artificial Intelligence following facing considerable criticism on social media.
The brief ad was created via AI video tools and was originally uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the film. Many described it as "disturbing" and "poorly edited".
"This incident represents an important learning as we investigate the appropriate utilization of AI," said a representative from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that might go awry during the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI tools have become a increasing trend among prominent corporations, notably for the Christmas period.
- Coca-Cola has recently released back-to-back AI-created holiday ads.
- Inherent Limitations: Because clips made using current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the advertising industry, with some commenters pointing out it could affect work for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the production process took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from online commenters.
However, various brands have likewise encountered backlash for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The episode highlights the ongoing debate within the marketing and production industries about the trade-off between technological innovation and audience reception.
