McDonald's has pulled a holiday advertisement produced via AI after receiving considerable online backlash.
The brief ad was developed using generative AI clips and was initially released online for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Shortly after its release, commenters denounced the use of AI in the commercial. Many labeled it "creepy" and "jarringly assembled".
"This incident represents an important lesson as we investigate the effective utilization of AI," said a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that often go badly during the holidays, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI tools have become a growing trend among prominent corporations, especially for the Christmas season.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since clips produced with current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked fears about job displacement in the creative sector, with some critics pointing out it might negatively impact opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly garnered a significant "positive feedback" from the public.
However, various brands have also received scrutiny for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The situation highlights the continuing conversation within the advertising and production industries about the balance between technological innovation and human craftsmanship.
