McDonald's has removed a holiday advertisement created via generative AI after encountering considerable online backlash.
The 45-second ad was produced using generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online denounced the use of AI in the film. Many described it as "uncanny" and "jarringly assembled".
"This incident is an key learning as we explore the proper utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that often go badly over the holidays, under the tagline "the worst time of the year".
A Growing Trend of AI in Advertising
Campaigns that incorporate AI-created content have become a increasing trend among large brands, particularly for the Christmas campaign season.
- Coca-Cola has similarly launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: As clips created with current AI video tools are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked fears about automation in the advertising sector, with some observers noting it might affect opportunities for production staff.
Response from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a 61% "favorable response" from the public.
However, other businesses have also received criticism for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The situation highlights the evolving discussion within the marketing and creative industries about the balance between AI efficiency and creative integrity.
