McDonald's has removed a holiday advertisement produced using Artificial Intelligence following receiving widespread public disapproval.
The brief film was created with the help of AI-generated video and was originally released online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online criticized the use of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This experience represents an important lesson as we investigate the proper application of AI," said a statement from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that often go badly during the festive season, using the tagline "the worst time of the year".
The Movement of AI Commercials
Adverts that include AI-created content have emerged as a rising phenomenon among prominent brands, notably for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments created with generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the creative industry, with some observers stating it might affect opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process required "over a month and a half" and involved generating "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This was not an experiment," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis received a significant "positive sentiment rating" from viewers.
However, several companies have likewise received backlash for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The situation highlights the evolving discussion within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.
