McDonald's has removed a Christmas advertisement created using AI after encountering significant public disapproval.
The short ad was developed via AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. Several labeled it "disturbing" and "jarringly assembled".
"This moment is an important lesson as we explore the effective utilization of generative technology," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that often go badly during the festive season, under the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that incorporate generative AI have emerged as a rising trend among major companies, notably for the holiday season.
- Coca-Cola has recently released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since videos produced with current AI video tools are susceptible to distort the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also raised fears about automation in the creative sector, with some commenters noting it could reduce opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved creating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was largely criticized, the sentiment for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a 61% "positive feedback" from online commenters.
However, other businesses have likewise faced scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The incident underscores the ongoing conversation within the advertising and production industries about the balance between technological innovation and human craftsmanship.
