McDonald's has removed a holiday advertisement made using AI following facing significant public disapproval.
The 45-second film was developed via AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the film. A number of called it "uncanny" and "poorly edited".
"This moment represents an key lesson as we investigate the effective application of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various things that might go awry over the festive season, using the theme "the most terrible time of the year".
The Movement of AI Commercials
Campaigns that incorporate AI tools have emerged as a growing trend among major companies, notably for the Christmas period.
- Another beverage giant has also launched consecutive AI-generated holiday commercials.
- Technical Challenges: Since clips created with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also raised worries about automation in the production industry, with some commenters pointing out it might negatively impact opportunities for camera crews.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI trick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis garnered a significant "favorable response" from viewers.
However, various brands have likewise encountered criticism for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the continuing conversation within the advertising and creative sectors about the balance between new tools and creative integrity.
