McDonald's has taken down a Christmas advert produced using generative AI after encountering considerable public disapproval.
The brief ad was produced via AI video tools and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the advert. A number of labeled it "creepy" and "poorly edited".
"This moment serves as an key lesson as we examine the appropriate utilization of Artificial Intelligence," commented a representative from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that often go badly over the holidays, with the theme "the worst time of the year".
The Movement of AI in Advertising
Campaigns that include generative AI have emerged as a rising trend among prominent companies, especially for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Because videos produced using generative AI are prone to distort the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the production industry, with some observers noting it could reduce work for production staff.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved producing "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise received scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident underscores the evolving discussion within the marketing and production sectors about the balance between AI efficiency and audience reception.
