McDonald's has taken down a Christmas advert made with AI following facing significant online backlash.
The 45-second ad was created with the help of AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media criticized the use of AI in the film. Several labeled it "creepy" and "awkwardly stitched together".
"This incident represents an valuable learning as we explore the proper use of Artificial Intelligence," said a representative from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that often go badly during the Christmas break, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that feature AI tools have become a growing trend among large corporations, particularly for the holiday campaign season.
- Coca-Cola has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because clips produced with generative AI are more likely to degrade the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the production sector, with some observers stating it could negatively impact opportunities for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "over a month and a half" and involved creating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This was not an AI trick," she commented. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly achieved a significant "positive feedback" from the public.
However, various brands have likewise received criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The incident illustrates the continuing debate within the advertising and production sectors about the balance between technological innovation and creative integrity.
