McDonald's has taken down a holiday advertisement created via AI following encountering considerable criticism on social media.
The brief film was created via AI video tools and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media denounced the use of AI in the film. Many described it as "creepy" and "awkwardly stitched together".
"This experience is an key learning as we investigate the appropriate utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that often go badly during the festive season, under the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Adverts that feature AI tools have become a rising phenomenon among large brands, notably for the Christmas season.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: Because clips created using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also provoked concerns about automation in the production industry, with some commenters pointing out it could negatively impact work for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "just as we would on any standard production".
"This was not an AI trick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the response for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a significant "positive feedback" from viewers.
However, several companies have likewise encountered scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The episode illustrates the continuing debate within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
