McDonald's has removed a holiday advertisement produced using AI following encountering considerable online backlash.
The 45-second spot was created with the help of AI-generated video and was initially released online for McDonald's Netherlands on 6 December.
Audience Response and Removal
Soon after it aired, commenters denounced the employment of AI in the advert. A number of labeled it "creepy" and "poorly edited".
"This incident represents an key learning as we examine the effective use of generative technology," said a representative from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong over the holidays, using the theme "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Commercials that incorporate AI-created content have emerged as a rising phenomenon among prominent companies, particularly for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: As clips produced with generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked worries about automation in the creative industry, with some commenters stating it could reduce work for production staff.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved producing "thousands of takes" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was mostly panned, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, various brands have likewise encountered criticism for employing the technique in marketing. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The episode highlights the ongoing debate within the marketing and production sectors about the balance between new tools and audience reception.
