McDonald's has removed a holiday advert created via AI following receiving widespread public disapproval.
The 45-second spot was produced via generative AI clips and was first released online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Following its publication, commenters lambasted the employment of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This incident serves as an key learning as we investigate the appropriate application of generative technology," said a representative from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong during the holidays, using the slogan "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a rising phenomenon among major companies, notably for the Christmas campaign season.
- Coca-Cola has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since clips created with current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the production sector, with some observers noting it could affect opportunities for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process required "over a month and a half" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, several companies have also encountered backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident highlights the continuing debate within the advertising and production industries about the balance between AI efficiency and human craftsmanship.
