The global fast-food chain has removed a Christmas advertisement created with AI following encountering considerable criticism on social media.
The 45-second ad was produced via AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, commenters denounced the implementation of AI in the film. A number of labeled it "creepy" and "poorly edited".
"This moment serves as an valuable lesson as we investigate the appropriate utilization of Artificial Intelligence," stated a spokesperson from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that can go wrong over the Christmas break, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI tools have become a rising phenomenon among large corporations, especially for the Christmas campaign season.
- Coca-Cola has recently launched consecutive AI-created holiday commercials.
- Technical Challenges: Since videos produced with generative AI are prone to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked concerns about automation in the advertising sector, with some observers pointing out it could affect opportunities for production staff.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the development took "seven weeks" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "The result was a film."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a significant "favorable response" from viewers.
However, various brands have also faced criticism for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The situation underscores the ongoing debate within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
