McDonald's has taken down a Christmas advertisement created with AI following facing significant criticism on social media.
The brief film was created via AI video tools and was originally released online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Soon after it aired, commenters denounced the employment of AI in the film. A number of labeled it "creepy" and "awkwardly stitched together".
"This moment is an valuable learning as we explore the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that might go awry over the Christmas break, with the slogan "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that include generative AI have emerged as a increasing trend among major brands, notably for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-created holiday commercials.
- Inherent Limitations: As clips made using generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked worries about automation in the advertising industry, with some observers stating it could negatively impact opportunities for production staff.
Response from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development required "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand reportedly received a 61% "positive feedback" from viewers.
However, various brands have likewise faced scrutiny for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The situation highlights the ongoing conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.
