McDonald's has removed a holiday advertisement produced via Artificial Intelligence after facing considerable public disapproval.
The brief film was developed using generative AI clips and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, commenters denounced the implementation of AI in the advert. A number of called it "disturbing" and "awkwardly stitched together".
"This moment serves as an valuable learning as we explore the proper use of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly over the festive season, with the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate generative AI have become a growing trend among large brands, notably for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: As segments produced with current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also sparked fears about automation in the advertising industry, with some commenters noting it could affect opportunities for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," she said. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from the public.
However, various brands have likewise faced criticism for using AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The episode underscores the ongoing discussion within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
