McDonald's has taken down a holiday advertisement made using AI following facing considerable public disapproval.
The brief ad was produced using AI-generated video and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media criticized the implementation of AI in the commercial. Many called it "uncanny" and "awkwardly stitched together".
"This experience represents an valuable learning as we explore the proper utilization of generative technology," commented a statement from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various situations that might go awry over the festive season, using the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that feature AI-created content have emerged as a rising trend among large brands, particularly for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Since segments produced with current AI video tools are more likely to distort the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The ad also raised worries about job displacement in the advertising sector, with some observers noting it could negatively impact work for production staff.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from the public.
However, various brands have also encountered scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The incident illustrates the ongoing debate within the advertising and production industries about the trade-off between AI efficiency and creative integrity.