McDonald's has removed a Christmas advert produced using AI following receiving widespread public disapproval.
The 45-second ad was produced using AI-generated video and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we investigate the effective application of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that can go wrong during the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI tools have emerged as a growing trend among prominent companies, especially for the Christmas period.
- Coca-Cola has recently launched consecutive AI-generated holiday ads.
- Inherent Limitations: Since clips produced with generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also raised fears about job displacement in the creative sector, with some observers stating it could reduce opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "over a month and a half" and involved creating "countless iterations" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't an experiment," she commented. "It was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, various brands have also faced scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The situation underscores the evolving discussion within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
