McDonald's has removed a holiday commercial produced via AI after facing widespread criticism on social media.
The 45-second film was created with the help of AI-generated video and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Following its publication, commenters lambasted the employment of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This incident serves as an key lesson as we investigate the appropriate utilization of Artificial Intelligence," stated a statement from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various things that might go awry during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate generative AI have become a growing trend among large corporations, particularly for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-generated holiday ads.
- Inherent Limitations: Since videos made with generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the advertising sector, with some observers noting it could reduce work for camera crews.
Response from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the production process took "over a month and a half" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "favorable response" from online commenters.
However, several companies have likewise faced scrutiny for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The incident highlights the evolving conversation within the marketing and creative industries about the balance between AI efficiency and human craftsmanship.
