McDonald's has removed a holiday advert produced using AI following encountering considerable public disapproval.
The short ad was created using AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters criticized the implementation of AI in the film. Several called it "creepy" and "poorly edited".
"This incident serves as an important learning as we examine the proper application of generative technology," commented a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various things that can go wrong during the holidays, using the slogan "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that feature AI-created content have become a increasing phenomenon among prominent corporations, particularly for the Christmas season.
- Coca-Cola has recently released back-to-back AI-generated holiday commercials.
- Technical Challenges: As segments made with current AI video tools are susceptible to degrade the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the creative sector, with some observers stating it might reduce work for production staff.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the production process required "over a month and a half" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," she said. "It was a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, various brands have likewise received scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The situation underscores the evolving discussion within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
