McDonald's has removed a holiday advertisement created with generative AI following receiving considerable criticism on social media.
The 45-second ad was created with the help of generative AI clips and was first released online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media lambasted the implementation of AI in the film. Several labeled it "creepy" and "awkwardly stitched together".
"This experience represents an valuable lesson as we investigate the proper use of AI," said a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that might go awry over the Christmas break, using the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that feature AI-created content have become a increasing trend among large brands, especially for the Christmas period.
- Another beverage giant has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: Since videos created with generative AI are more likely to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the advertising industry, with some critics stating it could negatively impact opportunities for actors.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for some AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis garnered a significant "favorable response" from the public.
However, various brands have likewise received scrutiny for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The incident underscores the ongoing conversation within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.
