McDonald's has taken down a holiday advertisement created using generative AI following encountering widespread public disapproval.
The brief ad was created via AI video tools and was originally published online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the advert. A number of described it as "disturbing" and "jarringly assembled".
"This moment serves as an key lesson as we explore the proper application of AI," stated a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various things that often go badly over the festive season, using the tagline "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Adverts that include generative AI have emerged as a rising phenomenon among major corporations, notably for the holiday season.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Technical Challenges: Since clips made with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the production sector, with some critics stating it might affect work for production staff.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly garnered a significant "positive feedback" from online commenters.
However, various brands have likewise encountered criticism for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The incident underscores the ongoing debate within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
