McDonald's has removed a Christmas advertisement created using Artificial Intelligence following receiving considerable online backlash.
The short ad was created via generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. Many described it as "uncanny" and "poorly edited".
"This experience is an important lesson as we examine the appropriate utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that might go awry during the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a increasing trend among major corporations, notably for the Christmas period.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos produced using generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also raised fears about automation in the production industry, with some commenters noting it might reduce work for camera crews.
Defense from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a significant "positive feedback" from online commenters.
However, other businesses have likewise faced criticism for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "uncanny".
The incident underscores the ongoing debate within the advertising and creative industries about the trade-off between new tools and audience reception.
