The global fast-food chain has removed a holiday advertisement created with generative AI after receiving widespread criticism on social media.
The brief ad was produced using generative AI clips and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the commercial. Many labeled it "creepy" and "jarringly assembled".
"This moment serves as an valuable lesson as we examine the appropriate use of AI," commented a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong during the festive season, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature generative AI have become a rising phenomenon among large brands, particularly for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-generated holiday commercials.
- Technical Challenges: Since segments created using generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked worries about automation in the advertising sector, with some observers stating it could affect work for production staff.
Response from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the creation took "over a month and a half" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly received a significant "positive feedback" from the public.
However, various brands have also faced criticism for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The episode highlights the continuing discussion within the marketing and production industries about the balance between new tools and audience reception.
