McDonald's has removed a Christmas advertisement created with AI after facing significant public disapproval.
The 45-second film was created with the help of AI video tools and was first published publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the advert. A number of labeled it "disturbing" and "awkwardly stitched together".
"This incident is an valuable lesson as we examine the effective application of AI," stated a representative from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of things that can go wrong during the Christmas break, with the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include AI-created content have become a growing trend among prominent brands, notably for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: Because clips made using current AI video tools are more likely to distort the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the creative industry, with some observers pointing out it could reduce work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise faced backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation illustrates the ongoing debate within the advertising and creative industries about the trade-off between new tools and audience reception.
