McDonald's Removes AI-Created Festive Advertisement After Backlash.
The global fast-food chain has taken down a Christmas commercial made with AI following receiving widespread criticism on social media.
The short ad was developed via generative AI clips and was initially published online for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Shortly after its release, commenters criticized the implementation of AI in the film. Many described it as "uncanny" and "awkwardly stitched together".
"This experience represents an key lesson as we explore the appropriate utilization of Artificial Intelligence," stated a representative from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry over the Christmas break, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Campaigns that include AI tools have emerged as a growing phenomenon among large companies, especially for the Christmas period.
- Coca-Cola has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: Because videos created with current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the advertising sector, with some critics pointing out it could affect opportunities for actors.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "numerous versions" which were then crafted afterward "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly received a significant "favorable response" from the public.
However, various brands have also received criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The situation highlights the continuing debate within the advertising and production industries about the trade-off between new tools and creative integrity.
