McDonald's has taken down a holiday advertisement made using generative AI following receiving considerable criticism on social media.
The brief ad was developed via AI-generated video and was initially published online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Soon after it aired, commenters criticized the use of AI in the advert. A number of called it "creepy" and "poorly edited".
"This moment represents an important learning as we explore the appropriate use of generative technology," said a representative from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various things that might go awry during the festive season, with the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include generative AI have become a growing phenomenon among large brands, especially for the Christmas campaign season.
- Coca-Cola has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: As videos created using generative AI are susceptible to degrade the longer they run, most AI video outputs tend to be about short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the advertising industry, with some critics pointing out it might negatively impact work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved creating "numerous versions" which were then crafted afterward "just as we would on any traditional 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 criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, several companies have likewise encountered backlash for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident highlights the evolving discussion within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
