McDonald's has removed a Christmas advertisement made with AI following encountering widespread public disapproval.
The short film was created via AI video tools and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online lambasted the use of AI in the advert. A number of labeled it "uncanny" and "jarringly assembled".
"This experience represents an important lesson as we explore the appropriate utilization of generative technology," said a representative from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that might go awry during the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that incorporate AI-created content have become a rising phenomenon among prominent companies, notably for the Christmas period.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: Since clips produced with generative AI are more likely to degrade the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also sparked fears about automation in the production sector, with some critics noting it might negatively impact opportunities for camera crews.
Defense from the Creators
After the video's removal, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the creation took "seven weeks" and involved producing "thousands of takes" which were then crafted in post-production "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise received scrutiny for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The situation underscores the continuing discussion within the advertising and production sectors about the trade-off between technological innovation and creative integrity.
