McDonald's has taken down a holiday advertisement created using AI after facing considerable criticism on social media.
The brief ad was produced via AI video tools and was initially released online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Following its publication, audiences online denounced the implementation of AI in the commercial. Several called it "creepy" and "jarringly assembled".
"This moment serves as an important learning as we examine the appropriate utilization of AI," stated a statement from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that might go awry during the Christmas break, with the tagline "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that incorporate generative AI have become a increasing trend among prominent companies, especially for the Christmas campaign season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since segments made using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The ad also provoked concerns about the replacement of human roles in the advertising sector, with some commenters pointing out it might reduce opportunities for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a significant "favorable response" from viewers.
However, several companies have likewise faced criticism for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The situation illustrates the evolving debate within the marketing and creative industries about the trade-off between new tools and human craftsmanship.
