McDonald's has removed a Christmas advertisement created with AI following facing widespread public disapproval.
The 45-second film was developed via AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media lambasted the employment of AI in the commercial. Several described it as "disturbing" and "poorly edited".
"This experience represents an key lesson as we examine the proper use of generative technology," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that might go awry over the Christmas break, with the theme "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that feature generative AI have become a rising phenomenon among major companies, especially for the Christmas season.
- Another beverage giant has similarly released back-to-back AI-created Christmas ads.
- Inherent Limitations: As videos produced with generative AI are prone to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about automation in the advertising sector, with some observers stating it might reduce opportunities for camera crews.
Response from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's ad was largely criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly received a significant "positive sentiment rating" from viewers.
However, other businesses have likewise encountered criticism for using AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The episode underscores the ongoing debate within the advertising and production sectors about the trade-off between AI efficiency and creative integrity.
