McDonald's has taken down a holiday advert produced using Artificial Intelligence after receiving significant criticism on social media.
The brief film was produced with the help of AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. A number of labeled it "disturbing" and "poorly edited".
"This moment represents an key learning as we examine the effective use of Artificial Intelligence," stated a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that might go awry during the festive season, using the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a increasing trend among prominent corporations, especially for the holiday season.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since clips made using generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about automation in the creative sector, with some critics noting it could affect opportunities for actors.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved creating "thousands of takes" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a 61% "favorable response" from the public.
However, several companies have also faced backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The situation underscores the evolving discussion within the advertising and creative sectors about the balance between AI efficiency and human craftsmanship.
