McDonald's has taken down a Christmas advertisement created with generative AI following receiving considerable public disapproval.
The brief ad was produced via AI-generated video and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media criticized the use of AI in the film. Many described it as "creepy" and "awkwardly stitched together".
"This incident is an valuable lesson as we examine the effective utilization of generative technology," stated a statement from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that can go wrong over the holidays, under the tagline "the worst time of the year".
The Trend of AI-Generated Ads
Commercials that include AI-created content have emerged as a increasing phenomenon among large corporations, particularly for the Christmas period.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Inherent Limitations: Because videos made with generative AI are susceptible to degrade the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the creative industry, with some commenters pointing out it might affect opportunities for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process took "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis achieved a significant "positive feedback" from viewers.
However, various brands have likewise encountered criticism for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The situation underscores the continuing debate within the marketing and production industries about the trade-off between AI efficiency and audience reception.
