McDonald's has removed a Christmas advertisement produced with AI after encountering widespread criticism on social media.
The short spot was developed via AI-generated video and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media denounced the use of AI in the commercial. Many labeled it "uncanny" and "jarringly assembled".
"This experience represents an valuable learning as we examine the proper use of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that might go awry during the festive season, using the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI-created content have become a growing phenomenon among prominent corporations, notably for the holiday period.
- Another beverage giant has also launched back-to-back AI-created holiday commercials.
- Technical Challenges: As videos created using generative AI are prone to degrade the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the production industry, with some observers pointing out it could affect work for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, several companies have also encountered scrutiny for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The incident illustrates the evolving debate within the advertising and creative sectors about the balance between new tools and human craftsmanship.
