McDonald's has taken down a holiday advertisement made with AI following facing considerable criticism on social media.
The short ad was created using AI-generated video and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters denounced the use of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This incident represents an important learning as we explore the proper use of generative technology," said a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly during the holidays, under the theme "the worst time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI-created content have emerged as a rising trend among prominent brands, especially for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-created Christmas ads.
- Technical Challenges: Because clips made using generative AI are more likely to degrade the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked concerns about automation in the creative sector, with some commenters stating it could affect opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an experiment," she said. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a significant "favorable response" from viewers.
However, several companies have also encountered scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The incident highlights the continuing conversation within the advertising and production sectors about the balance between technological innovation and audience reception.
