McDonald's has removed a Christmas advertisement created via generative AI after facing significant online backlash.
The short ad was produced via AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, commenters criticized the employment of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This incident represents an key learning as we explore the effective application of generative technology," commented a spokesperson from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that might go awry during the festive season, under the theme "the worst time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI tools have emerged as a increasing phenomenon among large corporations, particularly for the holiday campaign season.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Since videos made using current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the advertising sector, with some commenters stating it might negatively impact work for production staff.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "over a month and a half" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise faced scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The incident highlights the ongoing discussion within the marketing and production sectors about the balance between new tools and creative integrity.
