McDonald's has removed a Christmas advertisement created using AI after facing considerable online backlash.
The brief ad was developed with the help of generative AI clips and was first published online for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Following its publication, audiences online criticized the use of AI in the commercial. Several labeled it "uncanny" and "jarringly assembled".
"This incident represents an key learning as we investigate the effective use of generative technology," commented a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various things that can go wrong over the festive season, using the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Campaigns that feature generative AI have emerged as a rising trend among large brands, especially for the holiday season.
- Another beverage giant has also released consecutive AI-generated holiday commercials.
- Technical Challenges: Since videos created with generative AI are more likely to distort the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the advertising sector, with some observers stating it might negatively impact work for camera crews.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the creation took "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, several companies have likewise encountered criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The episode illustrates the evolving discussion within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
