McDonald's has taken down a Christmas advert produced using AI following receiving significant online backlash.
The 45-second ad was produced via AI-generated video and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online denounced the employment of AI in the film. A number of described it as "uncanny" and "awkwardly stitched together".
"This moment is an key learning as we explore the effective utilization of generative technology," commented a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry during the Christmas break, under the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature AI tools have emerged as a increasing trend among prominent companies, especially for the holiday period.
- Coca-Cola has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: Since videos created using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also sparked fears about automation in the creative sector, with some critics pointing out it might reduce opportunities for actors.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the creation required "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This was not an AI trick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly received a significant "favorable response" from online commenters.
However, various brands have likewise faced backlash for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident underscores the ongoing debate within the advertising and production industries about the balance between new tools and human craftsmanship.