McDonald's has taken down a holiday advert produced using AI following receiving widespread online backlash.
The 45-second spot was produced via AI video tools and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media denounced the use of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This moment represents an important lesson as we investigate the proper utilization of generative technology," stated a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry during the holidays, using the tagline "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature generative AI have emerged as a rising trend among prominent corporations, especially for the Christmas period.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: As clips produced using current AI video tools are prone to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also raised concerns about automation in the production sector, with some observers pointing out it could negatively impact work for camera crews.
Response from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the development required "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "It was a film."
Divisive Public Reception
While the McDonald's commercial was largely panned, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a significant "positive feedback" from the public.
However, several companies have likewise encountered criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The situation underscores the continuing debate within the marketing and production industries about the trade-off between new tools and creative integrity.
