McDonald's has taken down a holiday advert produced via generative AI after facing significant online backlash.
The short film was developed with the help of AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the advert. Many described it as "disturbing" and "poorly edited".
"This incident serves as an valuable lesson as we examine the effective application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that often go badly during the festive season, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI-created content have emerged as a rising phenomenon among major brands, especially for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-generated holiday ads.
- Inherent Limitations: As segments made using current AI video tools are more likely to distort the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the production sector, with some commenters pointing out it could reduce opportunities for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "seven weeks" and involved producing "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This was not an AI trick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the reception for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "favorable response" from online commenters.
However, various brands have likewise faced criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation highlights the ongoing discussion within the advertising and production industries about the trade-off between new tools and creative integrity.
