McDonald's has removed a holiday advert created using generative AI following receiving significant criticism on social media.
The 45-second film was developed with the help of AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, commenters denounced the use of AI in the film. A number of called it "creepy" and "jarringly assembled".
"This incident represents an valuable lesson as we examine the appropriate use of Artificial Intelligence," commented a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that might go awry during the festive season, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that incorporate generative AI have become a growing trend among major companies, notably for the holiday season.
- Another beverage giant has recently released back-to-back AI-generated holiday commercials.
- Technical Challenges: As videos made using generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked worries about job displacement in the creative industry, with some commenters stating it could affect opportunities for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise encountered scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The episode highlights the evolving debate within the advertising and creative industries about the balance between technological innovation and creative integrity.
