McDonald's has taken down a holiday advert created using generative AI after encountering significant online backlash.
The 45-second film was developed with the help of AI-generated video and was first uploaded online for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Soon after it aired, audiences online denounced the use of AI in the film. Many labeled it "uncanny" and "poorly edited".
"This experience represents an valuable lesson as we examine the effective application of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly over the festive season, with the theme "the most terrible time of the year".
The Movement of AI in Advertising
Commercials that feature AI-created content have become a increasing trend among prominent companies, notably for the Christmas period.
- Coca-Cola has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since segments created using generative AI are prone to become unstable the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the advertising industry, with some observers noting it could reduce work for actors.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "The result was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a 61% "positive feedback" from the public.
However, various brands have likewise received criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The incident underscores the evolving debate within the advertising and production industries about the balance between technological innovation and audience reception.
