McDonald's has removed a holiday advert produced using AI following facing widespread criticism on social media.
The brief film was produced via AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media criticized the employment of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This moment represents an valuable learning as we explore the proper utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that can go wrong during the festive season, with the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that include generative AI have become a rising phenomenon among prominent corporations, notably for the Christmas season.
- Coca-Cola has also launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because segments created with generative AI are susceptible to become unstable the longer they run, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the production industry, with some commenters stating it might negatively impact work for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, several companies have likewise received scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The incident underscores the continuing debate within the marketing and production industries about the trade-off between AI efficiency and creative integrity.
