McDonald's has taken down a Christmas advertisement made with generative AI after encountering significant public disapproval.
The short spot was developed using AI-generated video and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Shortly after its release, audiences online denounced the implementation of AI in the advert. A number of called it "creepy" and "awkwardly stitched together".
"This experience is an key learning as we examine the appropriate use of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that often go badly over the holidays, using the theme "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising phenomenon among large companies, particularly for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-created holiday commercials.
- Technical Challenges: As clips created using current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also raised worries about automation in the advertising sector, with some observers noting it might negatively impact opportunities for camera crews.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the creation required "seven weeks" and involved producing "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, various brands have likewise faced scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The situation illustrates the continuing discussion within the advertising and production sectors about the balance between new tools and audience reception.
