McDonald's has taken down a Christmas advert made using generative AI following facing considerable criticism on social media.
The short spot was created using generative AI clips and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media lambasted the implementation of AI in the commercial. Many called it "creepy" and "jarringly assembled".
"This incident represents an key learning as we explore the effective utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong over the festive season, under the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that feature AI-created content have become a rising trend among major companies, particularly for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Technical Challenges: As videos made with current AI video tools are more likely to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about automation in the creative sector, with some observers pointing out it could affect work for camera crews.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development required "over a month and a half" and involved creating "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis garnered a significant "positive feedback" from viewers.
However, several companies have likewise faced backlash for using the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The situation highlights the ongoing conversation within the advertising and production sectors about the trade-off between AI efficiency and creative integrity.
