The global fast-food chain has pulled a Christmas advertisement created with generative AI after receiving considerable criticism on social media.
The 45-second ad was created via generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media criticized the use of AI in the commercial. Several called it "creepy" and "poorly edited".
"This moment is an valuable learning as we investigate the proper utilization of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that often go badly over the holidays, under the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Adverts that incorporate generative AI have become a increasing trend among major corporations, especially for the holiday campaign season.
- Coca-Cola has also released consecutive AI-generated holiday commercials.
- Inherent Limitations: As videos created using current AI video tools are susceptible to distort the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the advertising sector, with some observers stating it might affect opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an experiment," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, various brands have likewise encountered scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation underscores the evolving conversation within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
