McDonald's has removed a holiday advert produced via generative AI following receiving significant criticism on social media.
The 45-second film was produced via AI-generated video and was originally uploaded online for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters denounced the employment of AI in the advert. Several called it "disturbing" and "jarringly assembled".
"This moment is an important learning as we examine the effective utilization of Artificial Intelligence," stated a statement from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that often go badly over the Christmas break, under the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Commercials that incorporate AI-created content have emerged as a rising phenomenon among prominent companies, particularly for the Christmas season.
- Another beverage giant has also released consecutive AI-generated holiday ads.
- Technical Challenges: As clips made using generative AI are more likely to degrade the longer they run, most such clips tend to be only short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the advertising sector, with some commenters noting it might negatively impact opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved producing "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a significant "positive feedback" from viewers.
However, various brands have likewise received backlash for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The incident illustrates the evolving conversation within the advertising and production industries about the trade-off between technological innovation and audience reception.
