McDonald's has taken down a holiday commercial created using AI following encountering considerable criticism on social media.
The short spot was produced using generative AI clips and was first published publicly for McDonald's Netherlands on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the film. Several labeled it "uncanny" and "poorly edited".
"This experience represents an important lesson as we examine the effective application of generative technology," said a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong over the festive season, with the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Adverts that include generative AI have become a rising phenomenon among large companies, particularly for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-created Christmas ads.
- Technical Challenges: Since videos produced using current AI video tools are more likely to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also raised fears about job displacement in the advertising sector, with some commenters stating it might negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This was not an experiment," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis received a significant "positive sentiment rating" from viewers.
However, various brands have also faced backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The situation underscores the ongoing conversation within the advertising and production industries about the balance between technological innovation and human craftsmanship.
