McDonald's has taken down a holiday advertisement produced with Artificial Intelligence following receiving considerable public disapproval.
The 45-second ad was produced with the help of generative AI clips and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters criticized the implementation of AI in the film. Several described it as "disturbing" and "awkwardly stitched together".
"This experience represents an valuable lesson as we examine the effective utilization of AI," said a representative from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that can go wrong over the Christmas break, with the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Commercials that feature AI-created content have emerged as a increasing phenomenon among prominent brands, particularly for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: Since clips produced using generative AI are susceptible to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked fears about automation in the creative sector, with some critics pointing out it could negatively impact opportunities for actors.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
She stated, the creation required "over a month and a half" and involved producing "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis achieved a significant "positive feedback" from the public.
However, other businesses have also encountered backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The episode underscores the evolving discussion within the advertising and production sectors about the balance between technological innovation and audience reception.
