McDonald's has removed a holiday commercial created with Artificial Intelligence following facing widespread criticism on social media.
The 45-second film was created via AI-generated video and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Following its publication, commenters lambasted the use of AI in the commercial. Several called it "creepy" and "awkwardly stitched together".
"This incident serves as an valuable learning as we explore the proper use of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong during the festive season, with the theme "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that include AI tools have emerged as a increasing phenomenon among prominent brands, particularly for the Christmas period.
- Coca-Cola has recently launched consecutive AI-generated holiday ads.
- Technical Challenges: Since clips created with current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be about short in length.
- Broader Implications: The ad also sparked worries about automation in the production industry, with some commenters stating it could negatively impact opportunities for actors.
Defense from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "seven weeks" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any standard production".
"This wasn't an AI trick," she said. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from the public.
However, several companies have likewise faced criticism for using AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The situation underscores the ongoing discussion within the marketing and production industries about the balance between technological innovation and human craftsmanship.
