McDonald's has removed a holiday advertisement created via Artificial Intelligence after encountering significant criticism on social media.
The short film was produced with the help of generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Shortly after its release, commenters denounced the employment of AI in the commercial. Several labeled it "creepy" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we explore the appropriate application of AI," said a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly during the festive season, using the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a growing trend among prominent brands, especially for the holiday season.
- Coca-Cola has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since clips produced using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The video also sparked fears about automation in the creative sector, with some commenters stating it might negatively impact work for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI trick," she commented. "The result was a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from the public.
However, several companies have also received scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The episode illustrates the ongoing discussion within the marketing and creative industries about the trade-off between new tools and audience reception.
