McDonald's has removed a holiday advert produced using AI after receiving widespread online backlash.
The 45-second ad was produced using generative AI clips and was first published online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online criticized the implementation of AI in the advert. A number of called it "uncanny" and "jarringly assembled".
"This experience is an important lesson as we investigate the appropriate utilization of AI," stated a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that might go awry during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that feature generative AI have become a rising phenomenon among large corporations, especially for the Christmas period.
- Another beverage giant has also released consecutive AI-created holiday ads.
- Technical Challenges: As clips made using generative AI are susceptible to distort the longer they run, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the advertising industry, with some observers noting it might affect opportunities for camera crews.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development took "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis achieved a 61% "favorable response" from viewers.
However, other businesses have also faced criticism for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The episode highlights the ongoing conversation within the marketing and production industries about the trade-off between new tools and human craftsmanship.
