McDonald's has removed a holiday advert created using AI after facing widespread criticism on social media.
The short ad was created with the help of AI video tools and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the film. Many labeled it "disturbing" and "poorly edited".
"This moment represents an valuable learning as we investigate the effective use of Artificial Intelligence," commented a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that often go badly over the Christmas break, using the slogan "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that incorporate AI-created content have emerged as a rising trend among large brands, notably for the Christmas period.
- Coca-Cola has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because videos made with current AI video tools are prone to become unstable the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the production industry, with some critics noting it could reduce work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from the public.
However, other businesses have likewise received scrutiny for using the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The incident highlights the continuing debate within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
