McDonald's has taken down a holiday advert produced with AI after encountering considerable criticism on social media.
The short film was developed using AI-generated video and was originally published online for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online denounced the employment of AI in the film. Several called it "creepy" and "awkwardly stitched together".
"This moment serves as an key lesson as we explore the effective use of Artificial Intelligence," said a spokesperson from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various things that often go badly over the festive season, with the tagline "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that feature generative AI have become a growing phenomenon among prominent corporations, especially for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since segments made with generative AI are prone to become unstable the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also raised fears about job displacement in the production sector, with some observers noting it might reduce opportunities for camera crews.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process required "seven weeks" and involved creating "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she said. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a significant "positive sentiment rating" from the public.
However, various brands have also encountered scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode highlights the ongoing debate within the marketing and production sectors about the balance between technological innovation and audience reception.
