McDonald's has taken down a holiday advertisement created using AI after encountering significant public disapproval.
The 45-second spot was created using generative AI clips and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Following its publication, commenters denounced the employment of AI in the advert. Several called it "disturbing" and "jarringly assembled".
"This incident is an valuable lesson as we examine the effective use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various things that often go badly over the festive season, with the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature generative AI have emerged as a growing phenomenon among major companies, especially for the Christmas period.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Because videos created with generative AI are susceptible to become unstable the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The video also sparked concerns about job displacement in the production sector, with some critics pointing out it could reduce work for camera crews.
Defense from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved producing "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an AI trick," she said. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the sentiment for some AI-generated campaigns has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a 61% "positive sentiment rating" from the public.
However, other businesses have likewise received backlash for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The incident illustrates the evolving discussion within the advertising and production sectors about the balance between AI efficiency and audience reception.
