McDonald's has taken down a Christmas advert made using generative AI after encountering considerable criticism on social media.
The short spot was developed via AI video tools and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the commercial. Many called it "uncanny" and "poorly edited".
"This incident serves as an valuable learning as we investigate the proper utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that can go wrong during the Christmas break, under the theme "the worst time of the year".
A Growing Movement of AI in Advertising
Commercials that feature AI-created content have emerged as a rising trend among major corporations, notably for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As clips made using current AI video tools are prone to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the creative sector, with some observers pointing out it might affect work for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she said. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday ad from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have also received scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation highlights the ongoing conversation within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
