McDonald's has removed a Christmas commercial produced with AI following facing considerable public disapproval.
The brief film was developed via AI video tools and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online criticized the implementation of AI in the film. Several described it as "uncanny" and "jarringly assembled".
"This incident serves as an key lesson as we examine the appropriate utilization of Artificial Intelligence," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various things that can go wrong during the Christmas break, using the tagline "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI-created content have become a increasing phenomenon among prominent corporations, notably for the holiday period.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: Since videos made using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about automation in the creative industry, with some critics pointing out it might negatively impact opportunities for camera crews.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a 61% "favorable response" from online commenters.
However, several companies have also received criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The episode highlights the continuing debate within the marketing and production sectors about the trade-off between technological innovation and creative integrity.
