McDonald's has taken down a holiday advert produced using AI after encountering considerable public disapproval.
The brief film was created using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, audiences online criticized the use of AI in the film. A number of called it "uncanny" and "poorly edited".
"This moment serves as an valuable lesson as we examine the proper utilization of Artificial Intelligence," stated a representative from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that can go wrong during the holidays, under the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that incorporate AI-created content have become a growing trend among prominent corporations, especially for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since clips produced with generative AI are prone to become unstable the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about automation in the production sector, with some observers noting it could reduce work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the development required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The episode illustrates the evolving conversation within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
