McDonald's has taken down a Christmas advertisement produced via AI following encountering significant public disapproval.
The brief spot was created with the help of AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, audiences online denounced the implementation of AI in the film. Many labeled it "creepy" and "jarringly assembled".
"This moment is an valuable lesson as we explore the appropriate application of AI," said a statement from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that can go wrong over the festive season, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that incorporate AI-created content have become a increasing phenomenon among major brands, particularly for the holiday period.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Because segments made with generative AI are more likely to distort 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 sparked concerns about automation in the production sector, with some commenters stating it might negatively impact work for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
She stated, the development took "over a month and a half" and involved producing "countless iterations" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an experiment," she said. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, various brands have also encountered backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The episode highlights the continuing debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
