McDonald's has removed a holiday advert made using generative AI after encountering considerable public disapproval.
The short ad was produced using AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the commercial. Many called it "disturbing" and "jarringly assembled".
"This incident is an valuable learning as we investigate the appropriate use of generative technology," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that can go wrong during the festive season, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have become a rising trend among major corporations, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Technical Challenges: As segments made with generative AI are prone to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about automation in the creative industry, with some critics noting it could negatively impact work for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand reportedly garnered a 61% "favorable response" from the public.
However, several companies have also encountered backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The situation highlights the ongoing debate within the marketing and production industries about the trade-off between technological innovation and audience reception.
